repositioning, integrated campaign
Hallmark was facing threats to their greeting card business from new competitors entering the market with discounted products. While Hallmark was the ‚gold standard’ of greeting cards and market leader, the situation could not be ignored.
To respond, Hallmark created a new line of cards priced to compete: the 99 cent cards.
Before we made our first ad, we decided to rethink the card giving ritual. Whereas Hallmark cards had always been reserved for special occasions, we decided to encourage more frequent use of the new, inexpensive cards. We positioned them as cards for everyday moments.
The campaign focuses on these everyday moments and shows that a 99 cent gift can have a priceless impact.
Within 3 months of the launch, Hallmark had sold 63 million cards. It remains the largest and most important product launch in company history.