Kohl's embraces the power of "yes" in new brand campaign

Menomonee Falls, Wis. - Kohl’s Department Stores debuted a new brand campaign yesterday that embraces the word "yes" with a 60-second commercial featuring designer Vera Wang.

The “yes” campaign uses visuals and artists’ renderings of the letters “y,” “e,” and “s.” The spot tells the story of what “yes” means at Kohl’s: “The things that matter most in this world are the things that inspire us. To the things that matter most to you, we at Kohl’s say ‘yes.’”

“We know that every day, people have a choice. We celebrate choosing ‘yes’ and we want to empower our customers to embrace ‘yes’ in their daily lives,” said Michelle Gass, Kohl’s chief customer officer. “We want to inspire our customers to find their ‘yes’ at Kohl’s.”

Several 30-second commercials also celebrate “yes” moments that many families can relate to – such as a young child diving off the high board at a swimming pool for the first time or learning to ride a bike.

Home & Textiles Today Staff | News & Commentary

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