Sears Opts for Unified Tagline

Umbrella Ad Effort Would Emphasize Value First Across All Lines
CHICAGO – Sears, Roebuck & Co. will adopt a value-oriented tagline to be used across all of its retail lines in a new campaign expected to break this fall.
Sears executive vice president of marketing Mark Cohen told analysts last week the Hoffman Estates, Ill., retailer’s new campaign will present a “unified view of Sears.”
“Our redesigned advertising will better represent all businesses and brands and position Sears as a value-packed, fashionable store,” Cohen said in a statement.
The new work will replace Sears’ long-running “Softer Side” campaigns, which Cohen in March said the retailer would be dumping.