KMART TO SHINE ITS BLUE LIGHT AGAIN

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(March 28, 2001) -- Kmart Corp., Troy, Mich., as expected, is bringing back its Blue Light special. A teaser campaign is breaking this week with ads such as those in New York showing a lighthouse beacon with the words "The blue light is back." Kmart's new chairman and CEO, Chuck Conaway, indicated he was interested in reviving the trademark at the time he hired TBWA/Chiat/Day, New York, as its agency last fall. The Blue Light special was created by a store manager in the 1960s and dropped by retailer in the 1990s. Mr. Conaway is scheduled to meet Wall Street analysts and others in New York on Monday to outline the company's Blue Light brand revival strategy. -- Alice Z. Cuneo

Copyright March 2001, Crain Communications Inc.

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