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Hallmark abandons its 4-year-old “Cards work” tagline for a softer, brand-oriented approach in a new $30 million campaign from Leo Burnett here.
The new work, which breaks today, introduces the line “They’ll never forget you remembered” as a way to highlight the importance of relationships to the target audience: women over 35, said Kylie Watson-Wheeler, the Kansas City, Mo., company’s director of advertising.
“It’s about reminding her how it feels to give and receive a card,” Watson-Wheeler said.
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