Tweet
Research has shown that their best customers are women with children under the age of 12, Sutherland says. So the current campaign aims a strong brand message squarely at that audience.
"The Zellers brand is really about being part of moms' lives," she explains. "So we set out to charm and disarm mom. We're telling her that we understand the job of being a mom, and that we are uniquely set up to help with her everyday needs."
While the Zellers campaign plays up the retailer's brand image, it doesn't ignore the price issue. Rather, both elements are integrated into the advertising.
"The Zellers brand is really about being part of moms' lives," she explains. "So we set out to charm and disarm mom. We're telling her that we understand the job of being a mom, and that we are uniquely set up to help with her everyday needs."
While the Zellers campaign plays up the retailer's brand image, it doesn't ignore the price issue. Rather, both elements are integrated into the advertising.
Now there in Janet's own words pathetic comes to mind. She is well aware advertising is aimed at kids and this is ok to her. Their style of advertising is male bashing to young females and Moms how quaint.
Comment