The ThankList: American Greetings brings gratitude to a rude world

American Greetings (AG), a greetings card company, launched a campaign in the US to increase brand growth and card sales.

Campaign details

Advertiser: American GreetingsAgency: Mullen Lowe U.S.

Situation analysis

American Greetings, a 100-year-old company rooted in meaningful connections, had overtaken Hallmark as the leader in unit sales, but overall growth was flattening and card sales were slowing. Occasion-based card sending still holds some sense of obligation yet those everyday sending moments represented the opportunity (thank you, thinking of you, etc.) But, there were still more significant barriers:

  • More convenient methods of communication (texting, email, Facebook)
  • And an even bigger enemy: Incivility
    • 95% of people believe we have a civility problem in America (according to Weber Shandwick's...

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