• Reuters , Thursday, September 13, 2007 11:15 AM

Wal-Mart is breaking a new ad campaign that dumps its nearly two-decade-old slogan of "Always low prices," replacing that staple with "Save Money. Live Better." The move comes as the world's largest retailer tries to put a bit more emotion into its marketing in an attempt to get sales growth moving again here in the U.S.

Back-to-school spots feature actors--posing as customers--who talk about how Wal-Mart helps them save a few bills during this period of high gasoline prices. The smiley-face character flying around slashing prices is nowhere to be seen. The company says the spots are about "how saving money on the little things adds up and helps families live better."

The retailer needs to get back on track, as U.S. same-store sales rose at the slowest rate on record in its last fiscal year and the back-to-school campaign will be accompanied by price cuts of as much as 50 percent on 16,000 items. Ads also emphasize new research the company commissioned that purports to show how the retailer saves American families $2,500 each year, or a cumulative $287 billion in 2006.

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