Never let it be said that The 99 Cents Only Store does not
take full advantage of any cultural, political or seasonal references to the
number nine. So, what to expect at the marketing-savvy, stunt-crazy chain on
the upcoming once-in-a-lifetime 9/9/09? In-store weddings for nine couples,
with every trimming—including appetizers, party favors, décor and a Chanel-inspired gown—made from products found at the Southern
California-based retailer. And lest you think it's a toilet-paper-and-pipe-cleaner
affair, check out the photo of the wedding dress, created by Kathy Jacobs, a
designer who obviously knows her discount fare (and should maybe consider
auditioning for Project Runway). This chain, known for its wacky homemade ads, regularly
salutes local 99-year-olds, gives big-ticket swag to the first 99 folks in the
door of new stores, and promises that its truck drivers carry "no more
than 99 cents." How's that for on-message? Advertising has always harped
on its national brands and "shop us first" good value, and that's
sharpened even further in the Great Recession. Now, the marketer is basically
throwing weddings for free (technically, it'll cost the couples 99 cents for
their nuptials). Guess how many tissues they'll need to soak up the tears of joy?
—Posted by T.L. Stanley
