Best known for promotional ads touting 30% off sandals or 40% off skillets, Kohl’s is saying “Yes” to a new brand campaign, calling it a rare opportunity to refresh its brand identity.
Themed “Find Your Yes,” a 60-second TV spot uses a variety of methods to spell out Y-E-S, from designer Vera Wang unfurling billows of wedding gowns, to hundreds of up-swiveling lipsticks, to joggers running in formation. “The things that matter most in this world are the things that inspire us,” the voiceover says. “To the things that matter most to you, we at Kohl’s say ‘Yes.’”
But to make sure the new effort stands out from other retailers, including close competitors JCPenney, Target and Macy’s, the effort also includes a series of very different 30-second spots that encourage shoppers to find their own yes. Instead of the easy elegance of the longer spot, these rely on shaky cameras and pumped-up parents, with intimate peeks into small-but-stellar family achievements. A little boy toughs his way off the high dive for the first time; a small girl masters her two-wheeler.
“There are very few moments in the lifetime of a brand when you have the opportunity to refresh who you are and how you connect with customers," says Michelle Gass, Kohl’s chief customer officer, in its release announcing the new campaign. “This is our moment, and ‘Yes’ is our voice. It is authentic and grounded in our heritage.”
The Menomonee Falls, Wisc.-based retailer is reinforcing the spots, which began airing this week, with “Yes”-themed work on Kohls.com, and throughout its broadcast, digital and social channels. And it’s inviting customers to share their personal “Yes” moments using #FindYourYes on Facebook, Twitter, Pinterest and Instagram.
In its most recent quarterly results, Kohl’s reported a 2% decline in same-store sales.