Valpak gets a makeover

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Valpak gets a makeover
Valpak gets a makeover

Valpak is celebrating its 40th anni­versary with a makeover that's more than skin deep.

The familiar blue packet, which brings some 20 billion offers to US households annually, has a new look that includes a larger logo, a call-to-action on the front of the envelope and more space for national promotions designed to increase opening rates. The new envelope will also have color accents that change with every mail­ing to make it stand out in mailboxes.

The redesign, Valpak's first since a $7 million campaign in 2002, brings with it better targeting options for advertisers. The new look was decided on after more than 10,000 consumers voted for their favorite, the company said.

“Alot of people don't realize that our basic product is fairly well targeted. It's not something that's mass mailed,” said Deanna Willsey, director of corporate communications for the company, which is based in Largo, FL.

The redesign does not include any specific measures to increase Web inte­gration, but Willsey noted that advances are continually being made in that area. For example, e-mails are now sent out to consumers in advance of the Valpaks, and mailed collateral is designed to drive traffic to the Web site. The site is also being updated to maintain a consistent look with the new envelopes.

The company boasts nearly 20 bil­lion offers, delivered through 500 mil­lion envelopes, for more than 65,000companies.

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