SuperCoups Launches Consumer-Driven Re-Branding Initiative

1 min read
Opinions expressed by Entrepreneur contributors are their own.

Avon, Massachusetts-After nearly 20 years in business, SuperCoups announced its first-ever corporate re-branding campaign, beginning with the rollout of a new consumer-focused envelope and logo design. A subsidiary of ADVO Inc., SuperCoups centered its new branding initiative around a consumer research study that tested new colors, logos and envelope designs against other co-op advertising envelopes and SuperCoups' former design.

"A critical factor in effectively reshaping SuperCoups' identity was to analyze consumer response to our product and determine what changes we should make," said Phil Mettra, SuperCoups vice president of marketing. "In addition to updating the blue-marble look, our primary goal was to test new design concepts against other envelope products in an effort to boost consumer awareness and response."

To conduct the research, SuperCoups commissioned Mercer Island, Washington-based Hardwick Research to gather feedback from more than 400 American consumers. The survey data was collected during the fall of 2000 in four targeted cities: Phoenix, Arizona; Wayne, New Jersey; The Woodlands, Texas, and Salt Lake City. Consumers responded to questions about coupon awareness and usage, branding/image and envelope design/color preference.

The new SuperCoups envelope will hit mailboxes in the next two months. -Healy Communications

More from Entrepreneur

Elizabeth's expertise can help you scale your business, build a personal brand and focus on being a value-driven CEO.
Book Your Session

In as little as seven months, the Entrepreneur Authors program will turn your ideas and expertise into a professionally presented book.
Apply Now

Are paying too much for business insurance? Do you have critical gaps in your coverage? Trust Entrepreneur to help you find out.
Get Your Quote Now

Latest on Entrepreneur

My Queue

There are no Videos in your queue.

Click on the Add to next to any video to save to your queue.

There are no Articles in your queue.

Click on the Add to next to any article to save to your queue.

There are no Podcasts in your queue.

Click on the Add to next to any podcast episode to save to your queue.

You're not following any authors.

Click the Follow button on any author page to keep up with the latest content from your favorite authors.