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.
The ad campaign aims to build awareness of the new line and convey the versatility of the cards. Like the greeting card company’s core campaign, the new effort will include millions of actual cards, which are inserted into the ads. The tagline remains, “American Greetings says it best.”
In one ad, the featured card shows a tattooed, bearded man wearing a dress with a snake around his neck. The headline reads, “Imagine all the uses for this American Greetings card.” Options listed to the side of the card include: “Woman who’s on the rebound; Bad blind date; Dear John letter; Divorce announcement: Rejection to circus sideshow applicant.”
The card’s inside message reads, “The search for Mr. Right continues,” along with a “handwritten” addition from the card’s fictitious sender: “Mom, right again. From your now available daughter.”
The ads feature vivid colors such as bright orange and teal, which compliment the card designs. The campaign breaks in April and is scheduled to run for six months in various magazines, including People, Biography, Sports Illustrated, Vanity Fair, New Woman, Glamour, Martha Stewart Living and Redbook. The first three months of the push will carry the heaviest media weight, said David DeMuth, Doner executive vice president and general manager.
The company’s core campaign, which features handwritten messages from celebrities who might be sending the cards, will run simultaneously with the new campaign, DeMuth said.