David Brown and Rebecca Rae review FMCG DM

In the second Listerine (5) mailer, we've moved away from heat-sensitive paper towards the warmth-giving properties of a soft cuddly bear. The bear is displayed on the outside, to represent the fact that new, more palate-friendly Listerine is 'softer and gentler'. So far, so good. Then, on the inside, to show that it's still tough on mouth nasties, the teddy gets his claws out. Nice simple idea.

Straightforward stuff from Heinz (4), with a door-dropped sample of salad cream, a few food ideas and a weather symbol theme. Including a free reminder of this classic taste makes perfect sense, and if your sarnie was looking a little dry, you'd probably wrestle the sachet open.

'Discover the new sound of summer', urges this Baileys (1) mailer. The brand's mid-winter warm browns don't lend themselves to a summery feel, but here they've been artfully combined with a dash of retro to produce a fresh, original look. The lanyard format isn't original, but it's neatly used.

This doordrop from Go Ahead (3) invites us to 'Enjoy great taste with Louise Redknapp'. There's Louise, hiding behind a promotional tag. She's 'the queen of style', apparently. She's more at the homely end of the WAG scale, so probably a good choice for Go Ahead, but crowning her as the queen might be stretching things. Saying that, she does look as though she eats once in a while, which sets her apart from the more obvious, high-profile candidate for the throne.

'You will walk up to 50,000 miles in your lifetime ...' teases this doordrop for Vaseline (2) Healthy Feet and Legs, over a close-up of a sole. Recipients must then traipse on through a couple of reveal folds before arriving at a standard product spread with a coupon. It's not much of a reward for their efforts, and you can't help feeling the poor door-drop deliverer's feet suffered in vain here.

- Send samples of work in any medium, along with a print-quality scan to: Claire Foss, senior reporter, Marketing Direct, 174 Hammersmith Road, London W6 7JP.

1. BAILEYS
Objective: To re-educate consumers about new ways to drink Baileys, such
as 'Baileys Blended', with the aim of driving consumption through the
summer months.
Target audience: Women, 25-39 years old, who like Baileys and enjoy it
on a regular basis.
Client: Diageo
Agency: Chemistry Communications Group
Art directors: Mel Colton, Paul Cordingley
Copywriters: Jesse Little and Alex Hess
Medium: Direct mail

2. VASELINE
Objective: To encourage Vaseline users to trial Vaseline Healthy Feet
and legs, using the money-off coupon and highlight Vaseline's expertise
and knowledge of skin.
Target audience: Women aged 24-35, who use body moisturisers for health,
rather than beauty reasons.
Client: Unilever Vaseline
Agency: TMW
Art director: Gerard Thomas
Copywriter: Sam Simpson
Medium: Door drop

3. GO AHEAD
Objective: To increase take-up of Go Ahead Fruit Bakes.
Target audience: Sent to 690,000 regular purchasers of Nutri-grain.
Client: United Biscuits
Agency: Billington Cartmell
Art director: Jenny Hernon
Copywriter: Emma Knights
Medium: Door drop

4. HEINZ SALAD CREAM
Objective: To position the brand as a healthy part of mealtimes over the
summer.
Target audience: Sent to 700,000 households across the UK, aiming to
stimulate re-acquaintance with the brand among lapsed users.
Client: Heinz
Agency: EHS Brann Cirencester
Art director: Katie Ballard
Copywriter: Matt Finlayson
Medium: Door drop

5. LISTERINE
Objective: To get dental professionals to recommend Listerine Softmint
Sensation to their patients.
Target audience: Dental professionals, including dentists and
hygienists.
Client: Pfizer Consumer Healthcare
Agency: RMG Connect
Art director: Daryn Lawrence
Copywriter: Simon Kavanagh
Medium: Direct mail.