Kmart unveils new advertising campaign
Nov 12, 2001 12:00 PM, SCW Staff
TROY, Mich. — Kmart today revealed its holiday advertising campaign, highlighted by "Bluelight" broadcast commercials focusing on value, top brands and convenience.
The 15- and 30-second television commercials, which began airing Nov. 11, feature Kmart's "BlueLight" characters. The computer-animated spotlights can be seen scurrying throughout the store highlighting low prices on a wide selection of holiday gift and home decorating products. Dancing to updated holiday classics, such as "We Wish You A Merry Christmas" and "Good King Wenceslas," the "BlueLights" move from the toy department, to the jewelrycounter, to electronics, shining their spotlights brands and productsd.
"This holiday season, Kmart is focused on what matters most to Americanconsumers," notes Steve Feuling, senior vice president of marketing for Kmart."In this economic climate, consumers are seeking value..."
