An Unkind Cut?

The redesigned package features a white No. 10 in three colors, with a black-and-white photograph of a kitten on the front and the teaser, “Nine lives and she still needs saving,” written in purple. The inner elements of the package employ a bit more color than the elements in the gray control mailing, but for the most part the elements and their messaging are the same. The cost per thousand to mail the gray control is $270 vs. a CPM of $302 for the test, but the hope was that these minor tweaks to make a more visually interesting package would appeal to a wider range of people and offset the increased costs.