Television and Digital Campaign Underlines Price and Quality
ZIPS Dry Cleaners, ranked 2017’s No. 1 franchise in the Dry Cleaning & Laundry Services category by Entrepreneur magazine, launched a major television and digital advertising campaign with a refreshed tagline “The Real Deal.” While ZIPS has traditionally been known for its low, unbeatable prices, the new campaign highlights the equally crucial aspect of the retailer’s value equation – quality. The tagline is a double entendre reflecting both the value pricing and quality service offered by ZIPS.
Conceptualized through research indicating that customers are no longer drawn to low prices alone, “The Real Deal” marries messages of affordability and quality to encourage new customers to experience ZIPS, that will dry clean any garment from t-shirts and jeans to dresses and tuxedos, for just $2.29, less than half the national average for dry cleaning. The campaign also encourages existing customers to dry clean a wider breadth of garments, from comforters to sleeping bags and beyond.
“We’ve found that today’s consumers have a difficult time believing that a trusted dry cleaning service is available at such a low price point that we offer,” said ZIPS Dry Cleaners CEO Reid Bechtle. “Our objective with this campaign is to overcome these perceptions with clever, memorable ads that assure current and prospective clients that their items are in good hands.”
To bring ZIPS’ message to life, Baltimore-based advertising agency TBC, Inc., utilized a number of creative and promotional tactics that will run throughout Baltimore and the Washington D.C. Metro Area. Television spots will show jitterbug dancers twirling through a variety of outfits from casual clothing to formal wear, reflecting the broad array of garments that ZIPS can accommodate. The spots feature an original jingle from New York-based Crushing Music and famed producer Joey Levine, who is credited with Pepsi’s “The Joy of Cola,” Chevy’s “Heartbeat of America” and Anheuser-Busch’s “This Bud’s for You,” among others. The campaign will also include billboards, Facebook and Pandora advertisements, Metrorail posters across the WMATA and VRE, as well as Google Sponsored Promotions through Gmail.
“ZIPS is uniquely positioned to disrupt the dry cleaning market by delivering the same service as more expensive cleaners at a price that their competitors cannot match,” said TBC, Inc. Chief Creative Officer Allan Charles. “This is how we defined ‘The Real Deal’ throughout the campaign; a true value for savvy consumers that are not willing compromise on either price or quality.”
In the coming months, ZIPS will roll out additional campaign materials including in-store collateral and a redesigned website. As one of the fastest growing dry cleaners in the U.S., ZIPS is expected to double in size to nearly 100 locations across the country by 2019. Each new location will sport a revived design and aesthetic updates.
For more information visit www.321zips.com.