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.
