DISCUSSION
RetailWire Christmas Commercial Challenge: Cost Plus World Market vs. Meijer
Written by George Anderson
Sources: Cost Plus World Market; Meijer
The shopping days until Christmas have dwindled to a precious few, but retailers are still using the spirit of the season in their commercial messages in efforts to bond with consumers. In last week’s RetailWire challenge, Petco used an emotional appeal to win over voters for resounding victory. This week’s matchup includes the 259-store Cost Plus World Market with stores across the U.S. going against Meijer, a Midwestern regional powerhouse and the originator of the supercenter concept.
The Cost Plus World Market spot follows one young boy as he seeks to answer the all-important question of what type of cookie Santa favors. The nearly two-minute spot has been viewed more 3.2 million times.
The Meijer spot features a little dog named Lily who finds herself on the wrong side looking in on Christmas Eve. Santa offers the little pup a lending hand with a magical ending, reminding viewers to “believe.”