When a critic said of Nicole C. Vosseler’s, “Unter dem Safranmond” (Under the Saffron Moon) that it was an “entertaining love story that especially appeals to female readers moving them to tears,” the marketing bells went off at the German publisher Lubbe.
The publisher hired the Munich marketing firm ServicePlan who created a tissue box that mirrors the hardback. Same cloth, same visuals. The publisher produced 5,000 tissue books to offer with the novel. And, if you need more, the tissues are pre-printed with quotes from the book!
The concept has earned two major design awards including the bronze lion at the Cannes Lions International Advertising Festival.
And for the bookseller, collector, librarian in you here’s some bibliography:
Edition of 5.000 tissues-books (115 x 50 x 190 mm or 4.53” x 1.97” x 7.48”) using 1,9 mm (0.075”) grey board for the hardcover of which both sides are laminated with 130 gr/m2 wood free silk paper, printed in 4 colours and a matt lamination. The box with the tissues made from paperboard is glued to the ‘book’-cover. The quotations from the book are printed on the tissues in one colour.
I can’t wait for the First American Edition.
Lead from Anton Steeman’s post at Packaging Digest, A Perfect Complement with the Compliments of the Publisher