December 17, 2014
The RetailWire Christmas Commercial Challenge: Nordstrom vs. Walgreens
Two commercials, each created with the goal of burnishing brand image, building consumer excitement and ultimately driving traffic and sales.
This week’s matchup includes "There’s No Present Like The Time" from Nordstrom, a commercial featuring a selection of the chain’s watches tied to Christmastime activities, and "Cookies For Santa" from Walgreens, which provides a reminder that the drugstore chain is open for last minute Christmas needs.
Which is better? You decide.
![[Image: Nordstrom ad]](data:image/svg+xml;base64,PHN2ZyB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHZpZXdCb3g9IjAgMCAxIDEiIHdpZHRoPSIxIiBoZWlnaHQ9IjEiIGRhdGEtdT0iJTJGcHVibGljJTJGaW1hZ2VzJTJGZGlzY3Vzc2lvbnMlMkYxNzk3MyUyRm5vcmRzdHJvbS1hZC1zdGlsbC5qcGciIGRhdGEtdz0iMSIgZGF0YS1oPSIxIiBkYXRhLWJpcD0iIj48L3N2Zz4=)
![[Image: Cookies for Santa]](data:image/svg+xml;base64,PHN2ZyB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHZpZXdCb3g9IjAgMCAxIDEiIHdpZHRoPSIxIiBoZWlnaHQ9IjEiIGRhdGEtdT0iJTJGcHVibGljJTJGaW1hZ2VzJTJGZGlzY3Vzc2lvbnMlMkYxNzk3MyUyRndhbGdyZWVucy1hZC1zdGlsbC5qcGciIGRhdGEtdz0iMSIgZGF0YS1oPSIxIiBkYXRhLWJpcD0iIj48L3N2Zz4=)
BrainTrust
Recent Discussions
Discussion Questions
What do you think of Nordstrom’s “There’s No Present Like The Time” and Walgreens’ “Cookies For Santa” commercials? Which does the better job of connecting with each chain’s core customers?
Poll
I like both commercials but Walgreens is the winner in my book. It is both entertaining and delivers the message. Most of their stores are open until midnight. While the Nordstrom commercial has merit, it is more of a commercial selling watches while Walgreens is a simple message with no direct selling of products. It makes me smile every time I see it and that counts a lot.
Both commercials do a good job of reaching their target markets. However, Walgreens does a better job of communicating its intended message and does so in a humorous and holiday-connecting way.
Both the Nordstrom’s and Walgreens’ creative messaging were very good. Wonderful pace on both, offered viewer the message that “We have what you need, when you need it.” Actors and product were perfect.
The Nordstrom’s message targets a more affluent audience, and they intrigued that group perfectly with assortment and occasion descriptives, and they closed strongly on their logo and message about timepieces.
Walgreens was spot-on with the Millennial couple and the imagination in all of us for the gifts and thoughts of the season. They thoughtfully reminded us that they would calmly (their store manager) be ready to help us out for last minute needs. Importantly, they brought a mild chuckle throughout—give the actors a residual!
Tell us more about how they delivered the message—broadcast, cable, retailer e-mail, Internet, mobile, etc., and we’ll all be able to more effectively understand if the right consumers were influenced to buy.
I liked both because neither utilized a hard-sell approach. Instead each conveyed their message via imagery. Found this more appealing than having an actor or voiceover telling you what the commercial was about. I believe both connected with their customer base but I would give the edge to Walgreen’s for a single “open when you need us” message.
Both spots do a good job of reinforcing their brand’s core story. Nordstrom is fashion. Their wide variety of watches offer something for every shopper. The only problem is that Gen Y doesn’t wear watches. They use their phones.
Walgreens is local and open for last minute shopping needs, and they are much more than a pharmacy.
The Nordstrom spot wins because it has a broader message—we are here for all of your fashion needs.
The Walgreens ad was heartwarming, entertaining and reached its audience with a pleasant, clear message. More than 99 percent perfect, except it would be better without the examples of bad or dangerous driving.
The Nordstrom ad was, well, businesslike, a broad reach on a narrow subject, and frankly went by too fast without connecting on the serious subject that time is fleeting, so you’d better hurry out and buy that watch before Christmas.
As much as I love Nordstrom, the ad looks like a watch commercial. I can’t speak for the rest of you, but I wear a watch for jewelry these days. My phone is what gives me the time, so watch buying is not very high on my list. Just did not convey the true brand to me nor did it inspire me to dash into Nordstrom.
Walgreens on the other hand—outstanding! Really spoke the brand story with a touch of emotion. Kudos, for my two cents!
They are a good match. Nordstrom’s maps right into their shopper. Walgreens’ is great and the kids that parents always drag into Walgreens will love it.
Pajamas at Walgreens? If that were one of my kids they would be pickin’ up beer. Seems the Millennials wear PJs a lot….
The Nordstrom commercial was upscale and targeting a higher income consumer which matches their customer base. While pushing watches, it supports the store with other household items all delivered in a Nordstrom box.
Walgreens’ commercial was fresh and showed consumers they are always open with food products like milk and cookies. This is supporting the convenience factor important for their target market. While I enjoyed the Cookies for Santa as being more entertaining, “There’s No Present like the Time” is a better total image commercial.
Both are good commercials. Both connect well with the customer base they are trying to reach. Walgreens did a better job of touching the emotional part of the holiday. Nordstrom’s touched my wallet more.
Walgreens…clear, easy, direct. The target market is differentiated and the customer is identified…very well done.
Nordstrom: stylish, confident, sophisticated.
Walgreens: very nice, sentimental but could be any C-store.
Walgreens did an outstanding job with this commercial! I really think this connects to the chain’s core customer, a time starved, last minute, always busy young family!
Both commercials are excellent—and I would expect no less from these retailing smarties! The Nordstrom commercial actually takes a pretty dry item and puts a little fun into it and it is smart.
The Walgreens commercial, however, is priceless. Cute, funny, fun AND it tells a story along with a message—VERY SMART.
This is a difficult and somewhat disparate comparison and BOTH ARE TERRIFIC. However if pushed to pick a winner between these two I have to go with Walgreens.
Thanks for the opportunity to evaluate such smart and clever choices!
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I like both commercials but Walgreens is the winner in my book. It is both entertaining and delivers the message. Most of their stores are open until midnight. While the Nordstrom commercial has merit, it is more of a commercial selling watches while Walgreens is a simple message with no direct selling of products. It makes me smile every time I see it and that counts a lot.
Both commercials do a good job of reaching their target markets. However, Walgreens does a better job of communicating its intended message and does so in a humorous and holiday-connecting way.
Both the Nordstrom’s and Walgreens’ creative messaging were very good. Wonderful pace on both, offered viewer the message that “We have what you need, when you need it.” Actors and product were perfect.
The Nordstrom’s message targets a more affluent audience, and they intrigued that group perfectly with assortment and occasion descriptives, and they closed strongly on their logo and message about timepieces.
Walgreens was spot-on with the Millennial couple and the imagination in all of us for the gifts and thoughts of the season. They thoughtfully reminded us that they would calmly (their store manager) be ready to help us out for last minute needs. Importantly, they brought a mild chuckle throughout—give the actors a residual!
Tell us more about how they delivered the message—broadcast, cable, retailer e-mail, Internet, mobile, etc., and we’ll all be able to more effectively understand if the right consumers were influenced to buy.
I liked both because neither utilized a hard-sell approach. Instead each conveyed their message via imagery. Found this more appealing than having an actor or voiceover telling you what the commercial was about. I believe both connected with their customer base but I would give the edge to Walgreen’s for a single “open when you need us” message.
Both spots do a good job of reinforcing their brand’s core story. Nordstrom is fashion. Their wide variety of watches offer something for every shopper. The only problem is that Gen Y doesn’t wear watches. They use their phones.
Walgreens is local and open for last minute shopping needs, and they are much more than a pharmacy.
The Nordstrom spot wins because it has a broader message—we are here for all of your fashion needs.
The Walgreens ad was heartwarming, entertaining and reached its audience with a pleasant, clear message. More than 99 percent perfect, except it would be better without the examples of bad or dangerous driving.
The Nordstrom ad was, well, businesslike, a broad reach on a narrow subject, and frankly went by too fast without connecting on the serious subject that time is fleeting, so you’d better hurry out and buy that watch before Christmas.
As much as I love Nordstrom, the ad looks like a watch commercial. I can’t speak for the rest of you, but I wear a watch for jewelry these days. My phone is what gives me the time, so watch buying is not very high on my list. Just did not convey the true brand to me nor did it inspire me to dash into Nordstrom.
Walgreens on the other hand—outstanding! Really spoke the brand story with a touch of emotion. Kudos, for my two cents!
They are a good match. Nordstrom’s maps right into their shopper. Walgreens’ is great and the kids that parents always drag into Walgreens will love it.
Pajamas at Walgreens? If that were one of my kids they would be pickin’ up beer. Seems the Millennials wear PJs a lot….
The Nordstrom commercial was upscale and targeting a higher income consumer which matches their customer base. While pushing watches, it supports the store with other household items all delivered in a Nordstrom box.
Walgreens’ commercial was fresh and showed consumers they are always open with food products like milk and cookies. This is supporting the convenience factor important for their target market. While I enjoyed the Cookies for Santa as being more entertaining, “There’s No Present like the Time” is a better total image commercial.
Both are good commercials. Both connect well with the customer base they are trying to reach. Walgreens did a better job of touching the emotional part of the holiday. Nordstrom’s touched my wallet more.
Walgreens…clear, easy, direct. The target market is differentiated and the customer is identified…very well done.
Nordstrom: stylish, confident, sophisticated.
Walgreens: very nice, sentimental but could be any C-store.
Walgreens did an outstanding job with this commercial! I really think this connects to the chain’s core customer, a time starved, last minute, always busy young family!
Both commercials are excellent—and I would expect no less from these retailing smarties! The Nordstrom commercial actually takes a pretty dry item and puts a little fun into it and it is smart.
The Walgreens commercial, however, is priceless. Cute, funny, fun AND it tells a story along with a message—VERY SMART.
This is a difficult and somewhat disparate comparison and BOTH ARE TERRIFIC. However if pushed to pick a winner between these two I have to go with Walgreens.
Thanks for the opportunity to evaluate such smart and clever choices!