GREENBELT, Md. — ZIPS Dry Cleaners has launched a TV and digital advertising campaign with a refreshed tagline, “The Real Deal,” which serves as a double entendre reflecting both the value pricing and quality service it offers, the company reports.
TV spots 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, it states.
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.
“We’ve found that today’s consumers have a difficult time believing that a trusted drycleaning service is available at such a low price point that we offer,” says 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.”
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 try ZIPS, the company says. Its $2.29 price to dry-clean any garment, from T-shirts and jeans to dresses and tuxedos, is less than half the national average, ZIPS adds.
The campaign also encourages existing customers to dry-clean a wider breadth of garments, from comforters to sleeping bags and beyond.
Also included within the campaign are billboards; Facebook and Pandora advertisements; Metrorail posters; and Google-sponsored promotions through Gmail.
ZIPS says it will roll out additional campaign materials, including in-store collateral and a redesigned website, in the coming months.
Established in 1996, ZIPS began with eight stores in the Baltimore-Washington area. It now has nearly 50 stores serving Maryland, Pennsylvania, Virginia and Washington, D.C., the company reports.
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