SuperCoups Begins Re-Branding Campaign

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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.

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