Reed Jewelers ^®
Product Promotion -Direct Mail

August is one of the slowest sales months of the year for jewelers.

To address this concern, each August, Reeds Jewelers developed promotions designed to drive traffic. The 1989 promotion was called "August Ice." Along with newspaper advertising, a direct mail piece was developed and sent to Reeds' list of customers thoughout the United States.

Using a unique 7-color press technique involving gloss and dull inks on a special black background, this piece exuded charm and quality, and turned out to be - by three times - the most successful August campaign in the company's history.