Over 90 markets across the United States and Canada have syndicated the Goodwill campaign since it began in 1996. The ads effectively establish Goodwill as a discount retailer—a well-organized, fun place to shop for brand name merchandise in good condition at low, low, low prices. Originally produced for Goodwill of Central Indiana, this campaign has grown system-wide sales and donations in Indianapolis by more than five fold.
Who doesn’t love an LBD? Designed to remind consumers that Goodwill is more than just a drop off center, “Little Black Dress” is a not-so-subtle nudge that the retail store is—hey, just that, a retail store, full of desirable items (including, but not limited to little black dresses).