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Kmart Back-to-School Ads Spotlight Jeans, While Target, Sears Tie In With Causes
CHICAGO–While Sears, Roebuck & Co. and Dayton Hudson’s Target Stores will build their back-to-school campaigns around cause-marketing programs, Kmart Corp. is using the traditionally strong apparel sales season to push its private-label jeans brand.
Route 66 jeans, sold exclusively through the Troy, Mich.-based retailer, received their first broadcast advertising support last week [Adweek, July 20]. The two new TV spots from lead Kmart agency Campbell Mithun Esty in Minneapolis take an edgier approach than Kmart’s branding advertising, which features comedians Rosie O’Donnell and Penny Marshall.
The jeans spots aim to tell stories that are “just a little off center,” built around the urban myths that have become part of the Route 66 legend, said Ginny Vonckx-Shiverdecker, a senior vice president at CME.
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