"3-D mailers" are always a big hit with the press, and the ones that tease a product are even better.
This morning, someone delivered a mysterious box with a photo of Robin Yount on the lid. Inside is a lemon sitting in a bed of fake grass.
The inside cover reads:
"Squeeze this into your schedule. Milwaukee Brewers Hall of Famer Robin Yount invites you to join him for an event with real zest. This press-only reception is your chance to be there as Robin reveals the latest fruits of his labor."
At the bottom is a mysterious slogan: "It's six2andEven!"
Is Robin rockin' the lemonade? Or some summertime beer?
An e-mail from Thomas Boehland, president of Citrus Systems, Inc., confirms that it is indeed lemonade, and it's called Robinade. Citrus Systems is based in Hopkins, Minn.
This clever package was created by the talented Ellen Homb and her team at 2-Story Creative. The contact guy is Mike Welch, a friend of Yount's and former Miller executive.
I'll be at the event Friday morning to find out more (hopefully it has fewer than 3,142 calories).
Hey, I drove to Cooperstown to see Yount inducted into the Hall of Fame. The least I can do is check out his latest endeavor and report back.
Andy is the president, publisher and founder of OnMilwaukee. He returned to Milwaukee in 1996 after living on the East Coast for nine years, where he wrote for The Dallas Morning News Washington Bureau and worked in the White House Office of Communications. He was also Associate Editor of The GW Hatchet, his college newspaper at The George Washington University.
Before launching OnMilwaukee.com in 1998 at age 23, he worked in public relations for two Milwaukee firms, most of the time daydreaming about starting his own publication.
Hobbies include running when he finds the time, fixing the rust on his '75 MGB, mowing the lawn at his cottage in the Northwoods, and making an annual pilgrimage to Phoenix for Brewers Spring Training.
