American Greets Target Demo with Bubblegum Music

Brandweek, Feb 28, 2000

CLEVELAND--Targeting women 18-24, American Greetings this week breaks an $8-10 million TV campaign introducing "The Bubblegum Crew." The spot, via Doner, Southfield, Mich., features a bubblegum rock soundtrack imploring, "Who is the Bubblegum Crew? We know Do you?" In a mixture of live action and cartoon, the spot introduces some of the Crew's characters, including Cool Dude, Easy, Disco Diva and Fitness Freak, all archetypes of people in that demo.

American Greetings spent $12-15 million on ads for its cards in 1999, per CMR.