Marshalls is a multi-billion-dollar off-price retail company whose shoppers (more female than male, roughly ages 25-55) are equally interested in fashion and value.


For the first time, Marshalls stores were stocking lingerie and undergarments and wanted to announce it via target direct mail to known shoppers. At the same time, though, it was crucial that the ad not be sexy (since that would be off-brand) and that savings was strongly emphasized.


Instead of focusing on sexiness or sensuality, I opted to go with a light-hearted, flirty messaging that gently pushed the brand’s boundaries but certainly stayed within them. Words like “sassy” and “fun” made the playfulness of the products feel both desirable and accessible. And, of course, pairing “sassy” with “savings” played off the human brain’s love of balance and alliteration.