Its taken the spin that kids moaning is like a broken record, so it is a paper sleeve (which acts as an envelope with address on the back) with a carboard record inside. The record is scratched, and has a label which is 'dad can you top-up my phone' by the Kids. And this side is a total mock-up of a regular record, and the back is the advert about phones.
This is the best mailer I have seen in a long time, and it works well, as I think the unique style of it, will draw customers. in.
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