UPDATE: analysts question the Jingle ad’s (officially called “Show your Joe”) effectiveness:
Oh my. First, Kmart got all cheeky (such a good pun!) with its “Ship my pants” ad:
Now it’s jingling its, er, bells in ways that might, conceivably, bring other images to mind.
(Thanks to your classmate Akram for bringing this ad to my attention. It’s true! I didn’t even know about it. Really. I swear.)
Sears used to have a campaign which invited a lapsed market segment, women, to come and experience “the softer side of Sears.” (Men were shopping at Sears for tools and automotive parts, but women were ignoring the fashion and other soft goods).
What do you think of “the cheeky side of Kmart”? What does Kmart have to do to make it work?