Young's Dry Cleaning

Following Hurricane Katrina, Cerberus introduced a new branding campaign to promote Young’s pick-up and delivery service. Three years later, business increased 243%. In-store sales increased 11%, and overall sales were up 25%. Creative efforts for the local company earned the agency national recognition winning a silver award in the American Advertising Federation’s 2012 competition held in New York.

SITUATION: After Hurricane Katrina destroyed everything their family had worked to build since 1940, Young’s Dry Cleaning teamed with Cerberus to completely redevelop the brand and design a cost-conscious set of tactics to incrementally increase their free pick-up and delivery business.

RECOMMENDATION: After a thorough planning process, our design team developed a completely new brand identity forged around the idea that the brand had remained unchanged since 1940. Of course, the new Young’s brand was actually conceived and established some 70 years later. The tagline, Keep Your Clothes Looking Young’s! was written in the same vein, to create a sense that Young’s had always been an established advertiser and member of the New Orleans community. The branding campaign was expanded further to include a new branded website with enhanced functionality, print advertising campaign, store signage, company vehicle designs, social media campaign, and direct mail campaign among other web search and public relations tactics.

RESULT: In the three short years since launching the brand, Young’s free pick-up and delivery business has increased by an astounding 243%, in-store sales increased 11%, and overall sales are up 25%—all at a time when dry cleaning is losing customers nationally. The branding campaign received national recognition by winning a silver award in the American Advertising Federation’s 2012 competition in New York.