The Container Store saw an opportunity to jump on 2-22-2022 — what it calls “the last most organized day of the century” — to launch its new branding campaign.
In addition to a new logo, the company appears to be going after a younger consumer by launching its new brand campaign across TikTok. The retailer launched its first hashtag challenge on the platform dubbed #ShowUsYourDrawers, which encourages users to show off their junk drawers. The Container Store has teamed up with “The Drew Barrymore Show” for the effort and has enlisted the help of influencers and partners like Barrymore, The Home Edit, Marie Kondo and Cassandra Aarssen to participate in the challenge.
