SuperCoups Begins Re-Branding Campaign

Share this content:
SuperCoups, a direct mail franchise organization, unveiled a new envelope and logo design yesterday.

Instead of its traditional blue-marble look, SuperCoups' new envelope design is tricolored and includes the tag line "Local Coupons. Super Savings." The new envelope is rolling out now and will hit mailboxes across the country over the next 60 days.

The new design was based on a consumer research study by SuperCoups, a subsidiary of ADVO Inc., 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, vice president of marketing at SuperCoups, Avon, MA. "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."

SuperCoups commissioned Hardwick Research, Mercer Island, WA, to gather feedback from more than 400 American consumers. The survey data were collected from Oct. 17 through Nov. 7 in four targeted cities: Phoenix; Wayne, NJ; The Woodlands, TX; and Salt Lake City.

Consumers responded to questions about coupon awareness and usage, branding/image and envelope design/color preference. Most participants chose the envelope design that SuperCoups later adopted. The participants considered the design "bold and balanced," while the tag line was regarded as compelling and easily recognizable, the company said.

The prevailing color scheme, featuring a royal blue and golden yellow "split design" and a centered red logo, yielded a more positive consumer response than other designs, the company said.

The new envelope also is centered on SuperCoups' new corporate re-branding campaign.


Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above