Kmart Plugs in Mr. BlueLight

Kmart has introduced an animated brand ambassador to direct shoppers toward special offers and unexpected merchandise. "Mr. BlueLight" fronts the chain's first fully integrated marketing campaign since 2003, and is being used to highlight featured store departments and unique bargains. The character references Blue Light Specials, the iconic bargain program the chain used in stores ("Attention, Kmart shoppers!") from 1965 to 1991. Kmart launched the program on May 14 with TV, print and online ads. Clings on store entrances introduce the character to shoppers. Dedicated endcaps and in-line signage identify limited-time offers as "BlueLight Finds" and Kmart-specific items as "Best of Blue." The campaign currently promotes Kmart's recently upgraded apparel and electronics departments, as well as the brand-specific sections devoted to private labels Craftsman (in all stores) and Kenmore (in 200 locations). The program favors merchandise from these departments, as well as private labels. "The objective is to attract new customers and encourage more trips from existing customers," according to Kirsten Whipple, public relations director of Kmart parent Sears Holdings Corp. "Many customers remember the Blue Light Specials. We're building this campaign around our legacy, but giving it a new meaning. We're not just a place for sales and closeouts. We're an expert, a shopping buddy who represents new discoveries."Whipple says Mr. Bluelight will be an ongoing program that may evolve with time. "At the moment, he is used as a visual presence to identify items. But as in any integrated campaign, it will gradually gain momentum."The campaign marks the final effort from Grey Worldwide, New York, which was succeeded by Draftfcb, Chicago, as Kmart's advertising agency on May 1.A subsidiary of Sears Holdings Corp., Hoffman Estates, IL, Kmart operates 1,333 traditional and Big Kmart stores and 55 supercenters nationwide. Sales in fiscal 2006 (ended 2/7/07) fell 2.3% to $18.6 billion, as same-store sales dropped 0.6%. Fourth-quarter sales increased 2.4% to $5.9 billion as same-store sales decreased 0.9%.

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