Friday, May 24, 2013

Kmart Again Strikes Marketing Gold with "Big Gas" Savings

You have to hand it to K-Mart.  The company has been getting their backsides handed to them by Wal-Mart, Target, and several other chains over the past maybe decade.  The new Kmart ads have been simply brilliant, and the massive retailer should keep writing what are probably big checks to whatever company has undertaken their advertising campaigns.

First came the “Ship My Pants” spot, which has over 17 million views on YouTube.  The ad was funny, memorable, and charming all at the same time.  Sure there was some outcry from folks who did not see the humor in in it, which is understandable, because there is just about always someone waiting to be offended when something happens. 

Now comes the “Big Gas” ad, and it is a nice follow up in the Kmart ad umbrella.  Again, the spot is funny, charming, and memorable.  Basically, just about everything you want a television advertisement to be. 

Do these Kmart ads get people to shop at the retailer?  Hard to say right now, but the company is definitely showing that it does not mind pushing the envelope when it comes to advertising.  That kind of approach is going to be completely necessary if the once great retailer is going to continue being relevant for the next several years (and maybe even financially sound).

So kudos for these commercials, because they are much better than watching someone take a receipt into a large box store to prove someone else has lower prices.  I mean, everybody knows Wal-Mart has low prices, that’s kind of the point of Wal-Mart. 

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