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Hallmark Shoebox Relaunch: New Cards, Funnier Than Ever
Publication Date: 2005
Source: SO08 Silver Anvil Award
Product Code: 6BW-0507E19
Organization/Author/Firm: Hallmark Cards, Fleishman-Hillard Kansas City
Industry: Consumer Products
Specialization(s): Marketing / Launch or Relaunch
Format: Campaign Case Study (Silver Anvil)
Shoebox cards had grown stale. Sales had been dropping since the early ’90s, and research showed consumers didn’t think the line was as funny as it once was. For its 18th birthday, the line was updated and reintroduced to consumers via a multi pronged PR campaign that got people thinking about — and purchasing — Shoebox again.