Packaging the Brand: Avon Calling
Avon provided its sales force, which was known by the family ding-dong and the tagline “Avon calling,” with alluring printed matter. The examples here are from a beautifully illustrated 1932 product catalog that came inside a customized leather briefcase. Armed with McConnell’s personal guarantee “Every article illustrated in this book is unconditionally guaranteed. If for any reason whatsoever a product is not found satisfactory, it will be cheerfully exchanged or the full purchase price will be immediately refunded. . .” When was the last time you heard that promise . . . and the word cheerfully?
Avon also promised to save the consumer money because enormous quantities were produced, which secured the best prices on everything from status cosmetics to everyday detergents. And warehouse/shipping offices in strategic locales around the country and Canada insured quick and low-cost delivery.
Avon is a case study of brand efficiency, quality and loyalty. In the days before commerce was a click away and customer support was thousands of miles away, McConnell’s concept and his designers’ talents bolstered the Avon Lady’s power to sell products and earn money. It is a lesson worth savoring.
(Yesterday’s Nightly Daily Heller on Baseline’s new design cookbook.)