There is no way more direct than sending the product to potential clients, directly in the mail.

Strahl is a manufacturer of glass made of polycarbonate - a material that looks just like glass but won't shatter. Brand awareness is relatively high within the travel- and catering industry, but more or less non existing to the restaurant- and foodservice industry. An industry where a lot of glasses shatters everyday could really benefit economically by swapping breakable glasses with Strahl products.

Turn the product and the medium into the idea. The ultimate test and the best way to demonstrate the key benefits of Strahl products was simply to send an actual glass to potential clients. By mail. Without any protection what so ever.

How do you grab potential clients attention, and communicate the product benefit in an efficient way? You don't. Instead of telling them about the product benefit, we demonstrated it.

We collected the adresses of potential clients with in the the restaurant- and foodservice industry, all over Norway. Restaurants, bars, wine lounges, cafés, pubs, you name it. Recipient addresses were written directly on the Strahl glass, and shipped it to them by mail. On the glass, the message was cleear: "Strahl - Handle with I don´t care"

Every single glass made it through safe and sound, and within one week every single recipient ended up ordering Strahl glasses. Not a bad result for the price of a stamp?