DOLLAR GENERAL | A COLOR YOU CAN COUNT ON
For every holiday list, rush, and last-minute run, there’s Dollar General yellow.
THE CHALLENGE: MAKE DOLLAR GENERAL THE PRACTICAL FIX IN A SEASON FULL OF PRESSURE.
THE IDEA: THE COLOR YELLOW EVOKES SEROTONIN. BUT IT’S NOT JUST HAPPINESS — IT’S THE EXHALE MOMENT. DOLLAR GENRAL YELLOW REPRESENTS THE PRACTICAL SOLUTION THAT CUTS THROUGH HOLIDAY CHAOS.
OUT-OF-HOME
DIGITAL BANNERS
YOUTUBE PRE-ROLL
RADIO
SOCIAL MEDIA
ACTIVATION: GENERAL RELIEF POP-UP
DOLLAR GENERAL WILL HOST HOLIDAY POP-UPS IN NEW YORK, LOS ANGELES, AND CHICAGO — STRATEGICALLY PLACED WHERE LAST-MINUTE SHOPPERS NEED THEM MOST: BUSY STREETS, TRANSIT STATIONS, AND NEIGHBORHOOD CORNERS.
GENERAL RELIEF OFFERS A CURATED SELECTION OF THOUGHTFUL, PRACTICAL GIFTS DESIGNED TO CUT THROUGH HOLIDAY CHAOS.
EVERY PURCHASE COMES WITH A FREE ROLL OF GENERAL RELIEF WRAPPING PAPER.
CLASS: PORTFOLIO DEVELOPMENT II
PROFESSOR: DOUG GOULD
ART: ME & NAN CHEN
COPY: ANALISE BRUNO
