Stained with spilled red wine

How do you grab your audience’s attention? It’s a question communication experts ask themselves every day—and one we also face when optimizing mailings.

Here’s a great example from Hiscox Insurance: to promote their home contents insurance, they sent out letters that looked like they’d been stained with spilled red wine. The message? Even something as simple as a dropped Bordeaux could end up being more costly than you imagine.

This clever direct mail piece uses a small domestic mishap to highlight how unexpected accidents can spiral financially without proper coverage. The result is a memorable, visually striking campaign that gets people talking.

Shared by: Ruth Shearn

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