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COX TO REBRAND VALPAK MAILER

First New Redesign in 15 Years for Blue Envelope

Published on .

NEW YORK (AdAge.com) -- Cox Target Media this week will launch a $7.5 million national ad campaign, three times its usual ad spend, to rebrand its flagship Valpak co-op direct-mail piece.

The repositioning includes the first redesign in 15 years of the well-known blue envelope, which contains local and national advertisers' offers and coupons.

The push includes TV spots, from Third Person, Milwaukee, and print ads breaking in March women's magazines.

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