As The Container Store celebrates its 40th anniversary, the home organization specialty store is launching a new brand campaign focused on its mission of helping consumers maximize the space in their homes, company officials said.
Under the tagline “Where Space Comes From,” the retailer is looking to tap into the “universal struggle” of overcoming space issues that impact many consumers.
“This branding effort aims to bring our purpose to life across all of our channels,” said 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 campaign will include a series of 30-second spots that will air on national cable networks and local networks and also include streaming video.
“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, vp/marketing at The Container Store. “We want to connect with them through stories they can relate to and identify with.”