2012 DMFA Acquisition Package of the Year: Covenant House Paint Can

By Joe Boland

Always looking to beat the control, Covenant House decided to test it again in 2011. It told the same paint can story as the package from the '90s, but let prospects know the story happened many years ago. As it turns out, the paint can package made its triumphant return, becoming the control once again, testing the mission-based appeal of the book with the paint can letter package against high-end premium packages.