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