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Sperry & Hutchinson has released its first consumer campaign since the 104-year-old company said it was repositioning its Green Stamps program as digital-rewards currency called “Greenpoints.”
A 30-second spot by Mullen, Wenham, Mass., takes the audience window-shopping to the tune of “How Much Is That Doggie in the Window?” As the scene shifts to a girl buying a puppy online, the spot closes with a voiceover saying, “Greenpoints. Earn them on the things you buy. Spend them on the things that make you happy.”
The campaign attempts to romanticize the loyalty-and-rewards company’s past while updating its image for the dot-com age, said Mullen svp Sheila Leyne.
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