AMERICAN GREETINGS KEEPS KWANZAA CARD DRIVE COOL

CLEVELAND -- When developing a marketing strategy for its new line of Kwanzaa cards, American Greetings here decided that no publicity might be the best publicity of all.The company did not want to be perceived as trying to cash in on the popularity of Kwanzaa, the African-American-oriented holiday that is attracting more and more celebrants each year. So American Greetings took a subtle approach,

CLEVELAND -- When developing a marketing strategy for its new line of Kwanzaa cards, American Greetings here decided that no publicity might be the best publicity of all.

The company did not want to be perceived as trying to cash in on the popularity of Kwanzaa, the African-American-oriented holiday that is attracting more and more celebrants each year. So American Greetings took a subtle approach, said Jose Martinez, assistant product manager for ethnic cards.

"I think you ca

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