Kmart Spikes Branding Advertising Campaign.

Kmart Corporation announced it will be unveiling a new advertising campaign focused on establishing a clear brand positioning for the company. The campaign will first be seen February 24th during the closing ceremonies of the Olympics through television commercials directed by Academy-Award nominee Spike Lee.

Culminating 18 months of consumer research, Kmart’s new corporate brand positioning focuses on establishing Kmart as “The Store That Understands What Really Matters in Life.” The print ads and broadcast commercials will be the first step in communicating this clear, differentiating position in the marketplace. The campaign will build the corporate brand by focusing on demonstrating how Kmart, along with its products and brands, understands what values are important in everyday life; things like putting family first, value for money, and practicality. The advertising showcases how Kmart fits into the fabric of its shoppers’ lives.

“Kmart’s goal with this campaign is to build an emotional bond with the consumer by re-establishing the role Kmart plays in its shoppers’ lives,” said Steven Feuling, senior vice president of marketing at Kmart. “By showing how Kmart is relevant to its shoppers’ emotionally and rationally, the advertising aims to drive consumer loyalty.”

The tagline for the print and broadcast advertising will be “Kmart. The Stuff of Life,” which further emphasizes Kmart’s role in American family life by having a unique blend of products that meets the consumer’s daily “needs,” while still offering top-name and exclusive brands, such as Martha Stewart Everyday, Disney, and Sesame Street, that meet consumer’s aspirational “wants.”