Sales In The Tank? Drive Purchase Intent With TV

According to Marketing Daily, Coldwater Creek’s sales are hurting and the company is turning to TV advertising for the first time ever to dig itself out of a hole.

The Sandpoint, Idaho-based retail chain and direct mailer hired DeVito/Verdi in New York, to create the new seven-spot campaign.

The spot above throws me a bit. Getting dressed for a big night out in no way equals the genius works mentioned (although I’m a guy and not therefore not the intended target for this appeal).

I like this one better. Physical comedy for the win.

The new campaign is just one part of the chain’s efforts to get back on track: It will also close up to 45 of its 366 stores. The retailer says sales fell from $253.5 million to $181.4 million in its most recent quarter, and it posted a net loss of $27.7 million, compared with net income of $1.5 million in the same period a year ago.

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.