SuperCoups Launches Consumer-Driven Re-Branding Initiative <b></b>
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 andlogo design. A subsidiary of ADVO Inc., SuperCoups centered its newbranding initiative around a consumer research study that testednew colors, logos and envelope designs against other co-opadvertising envelopes and SuperCoups' former design.
"A critical factor in effectively reshaping SuperCoups'identity was to analyze consumer response to our product anddetermine what changes we should make," said Phil Mettra,SuperCoups vice president of marketing. "In addition toupdating the blue-marble look, our primary goal was to test newdesign concepts against other envelope products in an effort toboost consumer awareness and response."
To conduct the research, SuperCoups commissioned Mercer Island,Washington-based Hardwick Research to gather feedback from morethan 400 American consumers. The survey data was collected duringthe fall of 2000 in four targeted cities: Phoenix, Arizona; Wayne,New Jersey; The Woodlands, Texas, and Salt Lake City. Consumersresponded to questions about coupon awareness and usage,branding/image and envelope design/color preference.
The new SuperCoups envelope will hit mailboxes in the next twomonths. -Healy Communications
