CHICAGO – Sears, Roebuck & Co. dumped its two-year-old mainline theme ‘You can count on me,’ and instead decided on a ‘Home for the holidays,’ tagline that will run in more than 60 new ads that broke on Thanksgiving night. Sears is increasing its ad spending during the next two months 15% over last year. Sears is working on a new campaign for a major launch during the Winter Olympics. Ogilvy & Mather/Chicago handles.
Copyright Adweek L.P. (1993)
Sears Goes 'Home for the Holidays'
