Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
DETROIT — Despite filing for bankruptcy last week, Kmart is moving forward with a new advertising campaign set to break in mid-February, sources said.
The dual effort from TBWA\Chiat\Day, New York, and Don Coleman Advertising, Southfield, Mich., introduces a new tagline: “Kmart. For real life,” sources said. Previous ads focused on brand names and prices.
TV spots still in production focus on what “real life means to shopping moms,” which Kmart is targeting with its marketing efforts, one source said.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in