Happy Birthday? Well, Not Quite

Doner Introduces Edgy, Offbeat Card Line From American Greetings
DETROIT–American Greetings is launching a new line of cards targeted at young, nontraditional card buyers with an extensive trade and consumer print campaign from Doner.
The Southfield, Mich.-based agency created the campaign for the “Intuitions” line, which is designed to speak to an offbeat, sophisticated consumer. It is part of American Greetings’ $20 million annual effort.
As opposed to the straightforward sentiments offered by traditional cards, the 130 designs in the new line are “funny and edgy, and allow the sender to laugh with, or even needle, the recipient in a good-natured way,” said Jeff Petit of Cleveland-based American Greetings.