FLY PIZZA Works with the Munchies, Not Against It
In a stroke of genius, Italy's FLY PIZZA used packages of rolling paper as business cards to promote its night delivery service.
"The initiative was a total hit among FLY PIZZA's customers: they took home smoking paper packages and delivery phone calls increased sensibly," said Publicis/Milan, which hatched the idea after noticing that many FLY customers are young smokers that ostensibly roll cigarettes to "save money." (A cute way of saying the late-night fanbase is probably high off its rocker when the 2am orders start pouring in.)
Research in motion!
Comments
Reminds me of the "Happy Guy" sample packets + business cards in Half Baked.
AWESOME!!!
ZM
Heh, I was in an electronica duo in the UK that used printed rolling papers for flyers and had our own matchbooks way back in 1996. Happy daze.
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