Kmart has blue-light special on abstinence

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%.


It’s always been a tough message to sell, but the abstinence movement has gotten seriously hipper since I was a teenager. I got nuns and priests telling me I’d go to hell. Now, there are rock concerts and jewelry. This being America, there’s money to be made, and Kmart is capitalizing with a line of “True Love Waits” clothing—which is apparently a branded utility, because the baggy-sweatpants look can’t hurt the effort. The sweats come in blue, yellow and no effing way gray.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in