How TJX Creates A Consistent Tone Between Brands Using Music

TJX Companies, which owns prominent department stores like TJ Maxx, Marshalls, and HomeGoods, successfully maintains a uniform advertising tone across its diverse stores by leveraging music.

A central theme in their advertising strategy is the infusion of energetic music to engage and excite consumers. You can see this play out in many TJX ads that have aired on TV over the last few months – whether they’re new spots or ones that are being recirculated from recent years.

• TJ Maxx's "Get Everything You Want", featuring Demi Lovato's "Confident," has aired since August, leveraging the song's frequent media presence, including seven TV episodes since 2020, driven by its traits like Energy and Danceability, with rising Spotify popularity since early 2023.
• Similarly, other TJX ads like Marshalls' "Born to Hustle" and "Far And Wide," featuring Jain's "Makeba," capitalize on the song's Danceability and Energy attributes. The brand benefits further from recent usage in shows like The Company You Keep and Extraordinary, resulted in a 12-percentage-point Spotify popularity increase since late February.
• HomeGoods' "Finding Is A Feeling: Garden" employs Tom Tom Club's "Genius of Love," rated even higher for Danceability (90 out of 100) and Energy (64 out of 100) according to Songtradr. The song capitalizes on its growing TikTok popularity, with video usage more than doubling since late 2022.