Valassis launches RedPlum.

Valassis is launching a new consumer brand campaign, RedPlum, in order to provide its customers a more user-friendly way to identify Valassis-delivered products distributed via mailbox, doorstep, newspaper, in-store and online.

The RedPlum launch includes Spanish-language promotional ads and products that feature what Valassis hopes will become a familiar tagline: “Tu familia se merece todo.” (Your family deserves everything).

“Although millions of Hispanic consumers receive our Hispanic FSI (free standing insert), direct-to-door, targeted shared and direct mail products, many of them do not associate them with our company or immediate cost savings,” said Jackie Berg, Valassis Hispanic product manager. “We want to change that and provide a more easily recognizable way for them to identify our many different Valassis products regardless of their form or distribution method.”

The RedPlum logo will be prominently featured on the front of Valassis products.

As a part of its brand launch, Valassis is introducing an interactive English-language Web portal with plans to add Spanish language capability soon. The consumer-oriented portal, www.redplum.com, features coupons, special offers, contests and other helpful information.

“The website was designed with the busy consumer in mind,” said Brian Costello, Valassis General Manager for Interactive, who headed the development of redplum.com. “It’s a quick and easy way to search for national, regional and local values, as well as a relevant source of information about products and services in categories from apparel, automotive, beauty, and dining to electronics, entertainment, fashion, fitness, grocery, health, home, pets and travel.

“No registration or personal information is required. Consumers simply enter the products they are seeking, select the best offers, add them to their shopping cart of savings and print,” stated Costello. “It’s as simple as that. They’ll even be able to monitor how much they’ve saved over time.”

In addition to offering consumer anonymity, other stand out features include the ability to plug in a shopping list and get a matching list of coupons.

“If Google owns search and Amazon owns shopping, RedPlum wants to own value,” said Suzie Brown, chief marketing officer of Valassis. “RedPlum is trying to be different from other sites that require consumers to enter their full name, e-mail address, birth date and gender. We don’t ask RedPlum visitors for anything.

“People who want to get coupons specific to where they live will have the option of entering a ZIP code — nothing more,” stated Brown.

Redplum.com is expected to receive tremendous attention; however, it will not replace Valassis’ familiar print vehicles. Newspapers, the postal service and in-store will continue to be critical avenues for delivering value to consumers.

ASG Renaissance, a Hispanic-owned professional services company, has been selected by Valassis to provide marketing support and redesign the company’s Hispanic FSI.

The new Hispanic FSI will be more like a magazine with features and products with Hispanic consumers in mind. “We want to create something that Hispanic consumers will be proud to welcome into their home,” said Lizabeth Ardisana, ASG Renaissance CEO.