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The Container Store launches new branding campaign

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The Container Store celebrating its 40th anniversary with a new advertising campaign and a next-generation store prototype.

The storage and organization retailer is launching a new campaign designed to bring to life its brand goal of maximizing space. With the new tagline of “Where Space Comes From,” the campaign seeks to convey the Container’s Store commitment to helping customers accomplish projects, maximize space, and make the most out of their homes.

Featuring everyday people facing the challenges of space, the campaign concept, created in partnership with the retailer’s agency of record, Preacher, comes to life in a series of 30-second spots launching on national cable, local broadcast and streaming video. In addition, 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 branding effort aims to bring our purpose to life across all of our channels,” said Melissa Collins, chief marketing officer, 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 new campaign comes on the heels of the launch of the retailer’s next-generation store in Dallas. The new concept will serve as a test and learn environment to determine elements for eventual rollout to new and existing locations.
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