As a leading U.S. storage and organization retailer, The Container Store is committed to helping customers accomplish projects, maximize space, and make the most out of their homes. This summer, as the brand celebrates its 40th anniversary, it is launching a new brand campaign that is rooted in that philosophy.
“This branding effort aims to bring our purpose to life across all of our channels,” says Melissa Collins, chief marketing officer at The Container Store. “Through deep consumer insights work, we know consumers look to us to help them accomplish all the storage and organization projects they’ve set out to do and we hope to reach them with this new campaign.”
The brand’s new tagline, “Where Space Comes From,” taps into the universal truth around the struggle to overcome space issues.
The brand’s new tagline, “Where Space Comes From,” taps into the universal truth around the struggle to overcome space issues. From kitchens, to garages, to closets, making the most of one’s space can feel like an insurmountable feat if we they have the right support. These practical challenges are presented as the grand quandaries they can often feel like in consumers’ lives. Framing everyday situations in the grandeur of science, the new campaign tackles questions that always lead to the same answer: The Container Store.
“This campaign is designed to speak to consumers going through different life stages—whether that’s buying a new home, growing their families, or downsizing,” says Felipe Avila, VP of marketing at The Container Store. “We want to connect with them through stories they can relate to and identify with.”
Featuring everyday people facing the challenges of space, the campaign concept, created in partnership with agency of record Preacher, comes to life in a series of relatable 30-second spots launching on national cable, local broadcasts, and streaming video. In addition to these spots, bite-sized videos will exist online, along with a robust push of the creative idea through out-of-home, radio, magazine, and in-store signage.
Proud of the insightful work and great partnership, Rob Baird, chief creative officer at Preacher, says, “There’s a lot of love out there for The Container Store, including inside their walls. We were looking to surface that latent love by tapping into the brand’s (beautifully organized) soul and serving up the benefit in an even more approachable way.”
This new campaign comes on the heels of the brand launching its Next Generation store in Dallas, revealing a new architectural design, merchandising strategy, and unique digital resources that make it easier for customers to accomplish their storage and organization projects. The innovative new concept will serve as a test-and-learn environment to determine elements for eventual rollout to new and existing locations for a true omnichannel experience.