The Container Store tells a new story

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The Container Store tells a new story

By Louisa Hallett - 07/23/2018
The Container Store recently launched a new store format in their Next Generation store in Dallas.

The Container Store is overhauling its brand image as it seeks to appeal to new generations of shoppers.

The brand’s new tagline “Where Space Comes From” taps into the struggle of overcoming special issues. 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 broadcast 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.

“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,” said Felipe Avila, Vice President of Marketing at The Container Store. “We want to connect with them through stories they can relate to and identify with.”

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 digital resources the company says is specifically targeted 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.

The Container Store is headquartered near Carrollton, Texas.