American Greetings will attach 175 million of its greeting cards to print ads as part of a campaign beginning April 6.
The estimated $15-20 million campaign was created by the Southfield, Mich., and Cleveland offices of W.B. Doner & Co. Attached to full-age ads are cards purportedly sent by celebrities. For example, one ad says, "This is the card Joan Rivers sent to her daughter, Melissa." The front of the card reads, "I'm behind you all the way ..." Inside, it reads, "...unless I see a shoe sale, then you're on your own." The handwritten note from Rivers reads, "There's nothing like a mother's love (or saving 50%)." The ads also carry a new tagline, "American Greetings says it best."
Other featured celebrities include Dr. Ruth Westheimer and basketball coach Bobby Knight. --Scott Hume