Kohl's Readies Five TV Spots for Its Academy Awards Debut

First-time Sponsor Rolls Out Digital Campaign in Advance of Feb. 28 Event

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Kohl's is a first-time sponsor of the Academy Awards.
Kohl's is a first-time sponsor of the Academy Awards. Credit: Kohl's
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Now that the actual Super Bowl is over, Kohl's is setting its sights on what has been referred to as the "Super Bowl for women." The department store chain is a first-time sponsor of the Academy Awards, replacing rival and longtime sponsor J.C. Penney.

Kohl's is set to air five TV spots during the Feb. broadcast on ABC. And in advance of that, it will roll out a roll out a digital campaign with the hashtag #AllTheGoodStuff this week.

"There's a strong connection between the Kohl's brand and how customers feel, and what's happening with those global stars up there on stage thanking their moms," said Will Setliff, Kohl's exec VP-marketing. "In that moment there's immense gratitude that's shared between those superstars and our customers."

Kohl's will air one 60-second spot and four 30-second spots during the awards, which are in their 88th year. The Menomonee Falls, Wisc.-based department store chain also plans to broadcast two 30-second commercials to promote its newly re-launched Sonoma in-house brand in the Oscars pre-show. Those efforts will be supported by a robust digital and social media push that includes a second-screen viewing party hosted by actress Vanessa Bayer and celebrity party planner Mindy Weiss through Periscope. Kohl's will highlight the campaign throughout February on its social media accounts.

In its Oscars endeavor, Kohl's replaces JC Penney, which had sponsored the awards for 14 years. The 1,166-unit chain hopes to attract new customer segments such as millennials and Hispanics.

Though Mr. Setliff did not provide details about the commercials Kohl's will unveil on Feb. 28, he did offer a clue, noting that the broadcast spots create a humorous take on the notion of an acceptance speech for everyday life. The idea of "all the good stuff" will continue in Kohl's advertising through the spring and back-to-school selling seasons.

The company worked with Anomaly and Huge on the campaign, as well as Zenith and Performics on the media side. Kohl's did not disclose its Oscars budget. Last year, ABC charged around $2 million for a 30-second spot, according to reports. The event was watched by 36.6 million viewers in 2015, its lowest audience in six years and a notable decline from a 10-year high of 43.7 million viewers in 2014.

Last week, Kohl's reported lower-than-expected holiday sales following an unseasonably warm winter. Same-store sales in the fourth quarter increased 0.4%.