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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.
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