The Weddinglope
Rosenthal GmbH
Issue 35 | June 2015
Agency
Kolle Rebbe GmbH
Creative Team
Executive Creative Director: Sascha Hanke Unit Creative Director: Rolf Leger Creative Director: Christian Doering Art Direction: Nadine Nolting Copywriter: Sarah Sommer
Production Team
Rosenthal GmbH
Other Credits
Production Manager: Martin Lühe Final Artwork: Ralf Seelig Agency Producer: Nina Offermann, Rachel Hoffmann, Christopher Tychsen Account Manager: Britta Kronacher Art Buying: Katja Sluyter Casefilm Production: The Marmalade
Date
October 2014
Background
Rosenthal needed to find and innovative way to deliver vouchers for tableware, the world’s first choice wedding gift. This concept puts to rest the idea that presenting a newly married couple with nothing but an envelope is boring and unimaginative. To do this Rosenthal needed to add value to the gift that was worth more than the monetary value of the voucher itself.
Idea
Rosenthal created an innovatively designed voucher delivery method: the Weddinglope. The first envelope made entirely of porcelain with a voucher for Rosenthal tableware hidden inside. Thanks to a specially developed multi-stage firing process, the voucher is sealed inside the envelope and the newlyweds have to smash it to get inside. This act of destruction is actually an elegantly designed reinterpretation of an old German tradition where such an act is a traditional way to wish newlyweds luck. The noise, they say, is supposed to drive away evil spirits.
Results
Thanks to the Weddinglope, the number of vouchers sold at Rosenthal stores increased by 32% compared with the same period last year. Of course, whether the number of weddings has also increased is something they just cannot say.