It’s rare for direct mail to truly stand out in today’s digital-first world, but Simon Hiscox’s latest creation does exactly that and then some. Recipients opened what seemed to be an ordinary letter only to discover it was splashed with realistic red wine stains and smudged text, instantly sparking curiosity and emotion. The clever twist? It wasn’t just a gimmick, it was a visceral reminder that “even something as simple as a dropped Bordeaux could end up being more costly than you imagine.”
Shared by Ruth Shearn on LinkedIn, the campaign uses a relatable domestic mishap to make a powerful point about financial preparedness and insurance protection. The tactile, imperfect nature of the mailer makes it feel authentic and personal a stark contrast to the polished perfection of most marketing collateral. In doing so, it not only captured attention but also sparked conversation, proving that sometimes the most impactful storytelling lies in the smallest, messiest moments of everyday life.
In a market overflowing with digital noise, this campaign shows that direct mail still has the power to connect deeply, surprise authentically, and leave a lasting impression even if it’s a little wine-stained.
