Hallmark

Drug Store News,  May 20, 2002  by Liz Parks

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Hallmark last month broke a national advertising campaign designed to help people remember to celebrate loved ones an d friends.

There are five ads, each bearing the tagline: "Send a Card. They'll never forget you remembered." The campaign is targeted to women, who are the primary shoppers in drug stores.

Ken Cook, vice president of Hallmark drug store sales, said an "extraordinary amount of resources" is being placed behind the Rememberin' campaign.

The first TV ad entitled "Anthem Mother's Day" features black-and-white photographs of mothers and daughters taken by photographer Sharon Wohlmuth.

"Rememberin," the original score for the commercial, is performed by Grammy award-winning artist Shawn Colvin. Actress Blythe Danner provides the voice-over.

Four more spots will begin airing nationally this month and next and will continue in rotation through the end of the year.

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