Isuzu Commercial Vehicles "6,000 lbs. of Cement Inside" Package
To capture the attention of various commercial vehicle buyers in an impactful, relevant way, Isuzu decided it would talk to each target about the payload capacity (6,000 lbs.) of their trucks. So when the package arrives with this hard-to-ignore statement on the outside which quickly leads to the interior apology for exhaggeration about the contents of the package, but not of the actual capacity of Isuzu trucks.

A copy-light info sheet and letter, along with an offer card for a free gift (Dinner at Olive Garden, or HomeDepot Certificate) and FAX-back form was included in the box.