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The “dollar store” concept is a tired gimmick.

All of these retailers use the same misleading “$1.00 and up” phrase to disguise the fact that they’re not really $1.00 stores. They’re just, you know… stores.

Enter, Dollar Tree. For 30+ years, Dollar Tree has stood firm to their commitment to exclusively sell products for $1.00.

With America now home to more “dollar stores” than McDonald’s, this is the perfect opportunity for Dollar Tree to differentiate from the onslaught of competitors.

“The Real One” campaign calls out the “dollar store” frauds, solidifying Dollar Tree as the last real dollar store in America.

CW: Max Frankel 

AD: Chad Lowe


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