Cadillac’s New Direct Mail Piece Is Colorful and Tasty, With a Little Surprise Inside

Just in time for Easter, give or take six months, Cadillac is sending fancy, big-ass chocolate eggs to prospective customers around Toronto as part of a test-drive promotion for its CT6 sedan. Using segmentation data to target affluent consumers whose luxury leases are almost up, ad agency Red Lion [...]

“We were tasked with solving a direct mail challenge that would directly lead to test drives,” Red Lion creative chief Matt Litzinger tells Adweek. “It’s interesting how people react when they are given artistically created works of art—especially when they’re made from chocolate. It disarms them and creates a surprising and delightful moment right from the beginning.”

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