And the Winners Are ...

Fellow judge Paul Bobnak mentioned that the use of a poster as the outer is still enough of a novelty to be really effective, especially combined with the pull-no-punches imagery and content.

"The strategy was a success," Schoewe explains. "We tested the package against an existing nonpremium control package. For outside lists, the trash poster had a response rate 49 percent higher than the control, which was a highly significant difference.