Four Square Club Promotion
Direct Mailer for four events
Four Square. Four events. All kingsize!
Four Square sponsored a series of four events to enhance the
image/trigger purchase and usage of Four Square cigarettes among
members of clubs. Since advertising of cigarettes is not permitted,
the brand associates itself with imagery that is "kingsize",
larger than life, which also recalls the Kingsize length of
Four Square Kings. Each event was branded "kingsize",
to trigger brand association: Kingsize Moves (life-sized Noughts
and Crosses and a Giant Jigsaw), Kingsize Quest (Treasure Hunt),
Kingsize Hours (dinner and dance).
Below is a direct mailer directed at club members, detailing
the events in store. This mailer used a pop-up device to highlight
the four squares of the logo along with the graphics of the
events. (In this view they are presented flat.) This mailer
was followed up with separate mailers on each event. Special
stationery with the name of the event was also printed for the
Clubs to type their own letters and publicise the events to
their members. Posters were printed with a single poster "frame"
using the Four Square red colour and logo, while dates and venues
were calligraphed by hand to allow flexibility from club to
club while achieving uniformity in look. The graphics used in
the mailers were made into stickers which were pasted on the
posters to customise them for the events.
