Valpak Rebrands Itself

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The prodigious mailer's upbeat new blue and green logo marks it as a good neighbor and a digital player.

Direct mail with a smile
Direct mail with a smile

Valpak, which established itself as a direct mail leader over four decades with its coupon-stuffed envelopes, has introduced a new logo and positioning reflecting its place in a digital world.

“The company has been evolving in the past several years,” says Michael Vivio, president of Cox Target Media, which owns Valpak. “Our traditional print is vital, but direct marketing is more now. It includes mobile devices and desktops.”

The new logo—two stylized homes connected by a smile—seeks to create a new personality for Valpak as a fun, good neighbor, according to a company press release. Amplifying that theme, its blue Valpak Saves envelopes mailing this month to more than 40 million homes will promote KaBOOM!, a national nonprofit dedicated to building playgrounds and engaging kids in activities. A coupon in the piece urges recipients to visit a website to support the effort with donations.

Valpak coupons have long linked to digital channels, another factor behind the new image, according to Vivio (left). “Print and digital—they complement each other,” he says. “When consumers receive the print piece, there's an increase in the client's website activity. Mail drives top-of-mind awareness and they go to that offer via mobile.”

Vivio points out that Valpak was named a Google Adwords Premier SMB Partner last week for employing vehicles that help small businesses optimize results from their online advertising.

“I'd say there's increasing value in direct mail. It's giving little waste and high value to consumers, and that's what our advertisers want,” Vivio remarks. “Direct marketing has always accomplished that. We've just become smarter with new technology and have built the digital infrastructure.”

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