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.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.