From ShopWise to RedPlum

ShopWise will become RedPlum in January 2008.

It’s not often that the Postal Service reports on a name change for a major mailer. But when the major mailer is Valassis — formerly ADVO — and their ShopWise mailer is being renamed RedPlum, there is a good reason USPS would make note of it.

It’s for the children.

Valassis acquired ADVO in March and has continued its support of the “Have You Seen Me?” program, which to date is responsible for the safe recovery of 146 missing children. Working with the National Center for Missing and Exploited Children and the Postal Service, Valassis plans to continue the successful partnership through RedPlum. The new shared-mail packages will begin appearing in the mail in early January 2008.

RedPlum — new name, same great community service.