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Let's Talk About Stuff.
Our Blog
Our goal in posting our blogs is three fold: To introduce timely industry news that is relevant to our clients; to post items we find interesting and entertaining, and finally, to give you a glimpse of TSW US “Behind the Curtain”. We take the business aspects of what we are doing very seriously, but we like to have fun, hopefully that shines through here.
Our Blog is a puzzle being assembled. Sometimes the individual pieces of the puzzle don’t look like the whole picture once completed – You have to keep adding pieces one at a time to make the image clear. We hope you keep coming back to see how the TSW US puzzle takes shape.
Holiday season. The perfect time to launch a package insert program.
For most retailers Q4 is the biggest time of the year for sales.
Whether that be in store or online. The introduction of complimentary, non competitive inserts into ecommerce packages gives these retailers more opportunity for revenue generation and their customers access to exclusive offers that are often best in market.
Connections is the US's leading agency when it comes to the launch and management of package insert programs (PIPs) we handle the full process from revenue forecasting, proactive sales outreach all the way through to the back end logistical set up.
Connections commercial and sales teams work with all of the leading brands and agencies that are active in package inserts and are ready to bring brands like Wayfair, HelloFresh, DoorDash and Uber to your packages!
Revenue generation in 2025 is still possible, but if you are a retailer that delivers over 100k packages per month and are looking to add some meaningful incremental revenue to your year-end, then you will need to move fast.
And if there is not enough time to introduce inserts into your packages in 2025, get in touch and let's talk about how Connections can help you make 2026 your most profitable year yet.
Introducing the Exclusive MySimilac Rewards Portfolio
We’re proud to announce the MySimilac Rewards package insert program as the newest addition to our exclusive portfolio. This proven in-home media channel connects brands with new moms at a trusted and emotional moment, right when their baby journey begins.
Powered by Similac, one of the nation’s most trusted and beloved brands, each MySimilac Rewards package includes formula samples, coupons, and a newborn feeding guide. Advertiser offers sit alongside these helpful resources, reaching parents in a calm, focused environment where attention is high and distractions are minimal.
This program is a perfect fit for brands in categories such as:
👶 Baby and family care
🥣 Food and household staples
💳 Financial services and insurance
🩺 Health, wellness, and nutrition
📱 Mobile, tech, and subscription services
It is meaningful, targeted, and measurable. A direct connection with the decision makers who shape household spending.
📦 Reach new moms when it matters most.
Let’s talk about how your brand can be part of the MySimilac Rewards portfolio.
KiwiCo and Carter’s: A Perfect Partnership Six Years Strong
This fall, we’re thrilled to see KiwiCo connecting with Carter’s customers through in-package offers 📦 continuing a six-year partnership powered by Connections.
It’s a perfect fit. Carter’s families are the same curious, creative households KiwiCo inspires every month. With strong creative and a compelling offer, KiwiCo continues to prove the value of reaching parents where they’re most engaged: at home, in a moment of joy 💜
We’re proud to support this collaboration year after year, driving consistent rebooking and meaningful results for both brands.
Learn more about how Connections powers retail media partnerships that deliver.
Package Insert Survey Part 5: Package Inserts vs Direct Mail
📦 Which format delivers better engagement and trial for brands? Consumers have spoken.
In our latest survey, 52% of consumers said they find package inserts more engaging and more likely to drive trial compared to 29% who prefer traditional direct mail.
The results speak to the power of the unboxing moment. When a customer opens a package, attention is high, distractions are low, and brand messages feel more personal. It’s a moment of genuine connection, right inside the home where nearly 90% of purchase decisions are made.
At Connections, we help brands turn those moments into measurable impact through targeted, brand-safe ecommerce media programs that meet consumers where they’re most engaged.
📬 Package inserts work because they feel real, relevant, and rewarding.
Reach out to Ryan Rager (ryanrager@exactconnections.com) if you want the full survey results.
Package Insert Survey Part 4: Brand Trust
81% of Shoppers Are Open to Trying New Brands Through Package Advertising
In a recent survey we asked shoppers: How likely are you to try a new brand if it’s featured inside a trusted retailer’s package?
The results speak volumes:
✅ 81% said very or somewhat likely
🤔 14% said unlikely
❌ 5% said not at all
This is the power of trust transfer. When a brand appears inside a retailer’s package, it benefits from the credibility of the retailer the shopper already chose.
And it works because of where it happens: in the home. Nearly 90% of purchase decisions are made there, where attention is focused and decision-makers are engaged. Package media captures that moment, creating a direct and lasting impression.
For retailers, package inserts and samples do more than monetize e-commerce inventory. When executed well, shoppers view them as added value, not ads.
In a world where digital alone is not enough, package advertising is a proven omnichannel tool that builds trust, drives trial, and delivers moments that matter.
👉 Let’s talk about how your brand can join the 81 percent.
Reach out to Ryan Rager (ryanrager@exactconnections.com) for the full survey results.
Connections joins B-Corp status
We’re excited to share some good news from our parent company, What's Possible Group. They’ve officially been awarded B-Corp status!
At Connections, we’re proud to be part of an organization that puts purpose and responsibility at the heart of how it operates. It’s a reminder that doing great work and doing the right thing can go hand in hand.
Congratulations to everyone at Whats Possible Group who made this possible. We’re looking forward to continuing to part of a business that’s good for our clients, our people, and the wider community.
✈️ Next stop: New York.
Our own Richard Downey will be in the city next Tuesday and Wednesday (Sept 23rd and 24th) and is looking forward to connecting.
If you’re an advertiser eager to reach highly engaged, purchase-minded audiences through our exclusive media opportunities, or a retailer exploring how to monetize outbound packages as a powerful channel, Richard would love to meet. (We just crossed $85 million in incremental revenue generated for our retail partners!!!!)
Let’s talk about how we can turn everyday customer touchpoints into measurable growth.
📩 Drop Richard a message to set up time while he’s in town. (RichardDowney@exactconnections.com)
3 reasons why it is best to launch a package insert program with one agency partner
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Different sales teams going to market with the same program causes confusion, duplication of work, and often leads to lower yields as potential advertisers can simply play the multiple sales agencies off against each other.
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Any revenue expectation or targets set by the retailer become impossible for an agency to be measured against if one team is not fully responsible for all the campaigns and revenue generated.
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The retailer themselves has more work to do! Rather than just dealing with one partner agency, they will have two or three times as many contacts and interactions. And the more of those they have the less time the retailer has to focus on their core areas of focus.
Package Insert Survey Part 3: Drive action
📦 Do package inserts drive action? Absolutely.
In part 3 of our survey of US Consumers: nearly 1 in 2 consumers say they always or often take action on promotional content found inside a package. Whether it’s scanning a QR code, redeeming an offer, or exploring a product, this is high-intent engagement.
That’s not just awareness. That’s conversion-ready attention right at the moment of unboxing.
Print media isn’t old school. It’s effective. In a cluttered digital space, it’s tangible, targeted, and trusted.
If you're not tapping into package-based media, you're missing a direct line to action.
Want to turn boxes into brand-building moments? Let’s connect.
If you interested in the full survey data contact Ryan Rager.
Package Insert Survey Part 2: Trust and relevance
Part two of our survey reveals how US consumers feel about package inserts compared to traditional direct mail.
Consumers trust what feels relevant — and package inserts deliver that trust.
In our latest survey, over 80% of shoppers said they find a printed offer from a brand they just purchased from trustworthy and relevant. This includes 55% who chose it outright and another 28% who rated it as equally trustworthy.
By contrast, only 10% favored generic direct mail.
That’s the power of context.
📦 When an offer arrives inside a package, it’s tied to a brand experience the shopper already trusts.
💡 It doesn’t feel like advertising — it feels like a reward.
🚀 And it converts, because it reaches consumers at their most receptive moment: unboxing.
For brand managers, package inserts are a smarter alternative to direct mail:
✅ Built-in credibility
✅ Targeted by recent purchase behavior
✅ Delivered at scale through premium ecommerce partners
Direct mail interrupts. Package inserts connect.
If you’re looking to invest in channels that consumers actually welcome, it’s time to own the unboxing moment.