Kohl's Says 'Yes' To Brand Refresh Campaign

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.

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2 comments about "Kohl's Says 'Yes' To Brand Refresh Campaign".
  1. Michael Van ausdeln from Stealing Share , April 8, 2014 at 2:05 p.m.
    Don't think it'll work. Kohl's is bleeding market share and, while this is different for them, it's not all that meaningful. Feels too much like marketing. Not real. This will explain that opinion: http://www.stealingshare.com/blog/index.php/kohls-new-ad-campaign-misses-mark/
  2. Shannon Pedersen from Papa Murphy's , April 8, 2014 at 7:19 p.m.
    I actually went back into my local Kohl's for the first time in at least five years. In seeing their commercials and a few Instagram'ers wearing some cute pieces from Kohl's, I thought I'd give it a try again. Same tired store, same disorganized merchandise thrown everywhere, same "everything's on sale" look, same poor customer service, same depressing customer experience. So you got me in the door, but I won't be back until I know the store experience mirrors what the advertising is selling.