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Home Depot Gift Cards Incorporate Instructional DVDs

Brandweek, Friday, September 28, 2007 12:06 PM

Home Depot is entering the holiday shopping season with a broad gift card initiative that includes rectangular plastic that double as DVDs and holiday themes. The pre-paid cards will feature 25-minute how-to-videos of home improvement tasks, like how to install a faucet. Graphics on the cards will flag one of seven do-it-yourself projects demonstrated by an employee.

Home Depot's gift card rack also will include Coca-Cola's Polar Bears. Once activated, the cardholder can redeem the plastic at the store for a free 20-ounce bottle of Coke products.

The pre-paid card lineup also will sport religious themes, such as a manger scene for Christmas, a menorah for Hanukah and the three wise men for Hispanic customers who celebrate the Epiphany on Jan. 6. A "Cool Yule" card targeting African American consumers features a snowman in a lawn chair.

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