Christmas comes once for Zellers

It appears Zellers has gotten something right this past Christmas 2004, their TV advertising. Actually the ones to be thanked are the people at Leo Burnett in Toronto, led by CCO Judy John. The spot was magical, playful and sophisticated, Zellers? Unfortunately this campaign is a big waste, more like a veil hiding the ugly bride beneath. The agency produced what I think to be one of the best campaigns to ever carry the Zellers name and they delivered. But the Zellers stores don't seem to deliver the same message or promise made.

If you wander into a Zellers today, you look around confused and get the same feeling as being at one of the Ministry of Transportation offices. Limited merchandise, selection and poorly designed stores. Strategy Magazine referred to this spot "…continues the Target-zation of Zellers", what a load of horse mucky. Target and Zellers are on the opposite ends of the experience spectrum. All the best marketing isn't going to help if the product is poor. They don't have the same categories of merchandise as Wal-Mart and this gives them the opportunity to shine in the selected ones. The pharmacy has huge potential, affordable chic furniture, fitness equipment, games, dvd, electronics are areas which can bloom. Give women a reason to come, give us all a reason.

Zellers has been in a perpetual state of hibernation which global warming can't cure. The only thing that came out of hibernation was the slogan "The Lowest Price is the Law" after Wal-Mart entered Canada. It's official they think they're a government of Ontario ministry.