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Young & Rubicam’s rebranding campaign for Sears, Roebuck & Co. is in production and set to break at the end of August, according to sources.
Y&R bested fellow Sears roster shop Ogilvy & Mather in a shootout to come up with a replacement for the retailer’s two-year-old tag and positioning, “The good life at a great price. Guaranteed.” The new work is expected to move away from price as a major selling point. A similar competition between the two Chicago WPP Group shops resulted in the current tag, with both agencies getting credit that time around.
A Sears representative declined to give details of the upcoming campaign.
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