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aggressive or crude as it’s about creating a feel good experience and an interaction between consumers. Mike stated: “There’s a well-known rule of a three- second window that a consumer has in deciding a card purchase, we hope the refreshed Purple Ronnie will work because it’s able to communicate effortlessly and clearly in that space of time The brand captures multiple expressions and situations which resonate with our audience.”


Gemma have been chosen by Coolabi to take the Purple Ronnie licence forward and launch their new-look range in stores from July, including greetings cards, wrap, party products and print-on-demand cards. Shelley Boyd-Platt, marketing manager at Gemma, said: “The card offering comprises 65 SKUs covering all major sending occasions – ages, female and male relations, occasions and standalone displays with supporting point of sale.


“The new-look colour palette will really stand out in


store and offer a point of difference for the retailer and consumer. We are so excited about this brand and the relevance it has in today’s market”. The new look was unveiled for the fi rst time at PG Live on May 13-14 where those attending could view digital animations while seeing the full impact of the whole range on the Gemma stand. Those attending were also treated to a fun show bag which proudly proclaimed it was “totes amazeballs” and included a Purple Ronnie card pack. Coolabi are developing a range of snackable content – bite-sized clips or images which are sharable


and really responding to the way people are now interacting online.


The Purple Ronnie Facebook page has gone


from 15,000 fans to more than 50,000 in just over 12 months and have phenomenal engagement rates across this platform, it’s also growing on Twitter and Pinterest and, last month, they have launched on Instagram.


Over the coming year Coolabi plan to increase their


You Tube presence even further, moving into more longer form shorts, with developed narrative capturing the brand values of humour and relatable content. Mike added: “We’ve conducted research to ensure


we’re connecting with teens and young adults in the places and media platforms where they are already. “Our target audience for Purple Ronnie is much wider than some of our other brands rather than being something which only appeals to preschool children and their carers, this brand speaks to everyone. “We’ve also been able to align with some fantastic partners like the Teenage Cancer Trust, an inspirational organisation that highlights the resilience of young people and the importance of humour and emotion, even in the most serious circumstances. “We are really proud to be able to lend the Purple Ronnie brand and all its characters to amplify their campaigns.” T: 01264 388400 www.gemma-international.co.uk T: 020 7004 0980 www.coolabi.com


www.greetingstoday.co.uk 21 amazeballs


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