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'New America' Kmart ads in Series

Retail Editor 2, Andrea Lillo -- Home Textiles Today, 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.

"Kmart's exclusive brands are a very powerful reason for customers to visit our store," said Julian Day, president and ceo. "Each of these brands, including Martha Stewart Everyday, Joe Boxer, Thalia Sodi, Route 66 and Sesame Street, will be highlighted in our new campaign, but we will always emphasize that Kmart is the only place to buy them. 'Kmart. Right here. Right now.' is our message, representing our strong presence in the community with great brands at a compelling price."

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.

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