Pier One Appeals to Shoppers' One-of-a-Kind Senses | Adweek Pier One Appeals to Shoppers' One-of-a-Kind Senses | Adweek
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Pier One Appeals to Shoppers' One-of-a-Kind Senses

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Campbell-Ewald Ad-vertising's first full campaign for Pier 1 Imports focuses on theshopping experience with a "Getin touch with yoursenses" tagline.

The work for the Fort Worth, Texas-based retail chain breaks today. Television spots will not feature the company's new spokesperson, actress Kirstie Alley, who is respecting the actors' strike.

Alley does appear in print ads, including a four-page magazine insert which will appear in October issues of a variety of titles. The colorful ad shows women enjoying the wide range of products offered by Pier 1. Besides the new tagline, the final page includes the copy: "One-of-a-kind stuff. In a one-of-a-kind place. For a one-of-a-kind you."

Each of the five 15-second TV spots, which will be aired in combinations of two, focuses on a different sense and the merchandise Pier 1 offers to appeal to it. That will lead to upcoming promotional spots that will play up how the retailer appeals to a shopper's "sixth sense," which is "save," said Deborah Karnowsky, executive vice president and executive creative director at Campbell-Ewald.

The Warren, Mich., agency won the estimated $80 million account in December following a review. A transitional TV spot appeared in the spring, highlighting the retailer's annual clearance sale.

For the new campaign, the agency conducted nine months of consumer research, going into the homes of past, current and prospective Pier 1 shoppers and visiting stores with them, according to Karnowsky.

"The people thought of themselves and their homes as a little more individualistic, a little more of a creative bent in their own sense of style, which really fits when you think of Pier 1 because it's a unique shopping experience with unique merchandise," she said.