'New America' Kmart ads in Series
October 20, 2003,
Kmart said it will unveil its newest advertising campaign, showcasing specific brands and products, beginning during the second game of the World Series Oct. 19. The commercials will capitalize on the retailer's urban strategy, as it knows its customers, regardless of where they live, are heavily influenced by metropolitan trends.
Focusing on what the retailer calls "the New America consumer," the 30- and 45-second commercials will feature Kmart stores and the familiar faces that represent its exclusive brands, as well as express a "cross-cultural appreciation that reflects where America is today, and where America will be tomorrow."
"With this campaign, we are truly addressing the New America consumer, an understanding that makes Kmart stand apart from all other mass retailers," said Karen Austin, chief marketing officer. "The Kmart shopping experience offers them an inclusive, open invitation that sweeps across ethnic and demographic lines."
Produced by Grey Global Group in collaboration with Carol H. Williams and the WING Latino Group, the campaign will air on broadcast and cable television beginning with the World Series, and continue on primetime television on such shows as "Friends," "ER," "The OC," and "Will & Grace." The campaign's message and images will also be seen in stores, on www.kmart.com, in its weekly advertising circular and on department-store style shopping bags.