JWT won the $20 million account in March.
"The branding campaign supports our expansion," said Gary Vasques, senior VP-marketing at the retailer. "We needed to get our message across, especially in new markets, in a little bit more concise manner. We were not consistent in our [past] communications."
Earlier advertising focused on sales, which Kohl's has every week for its competitively priced name brands such as Dockers, Reebok and Lee.
Kohl's weekly newspaper print circulars, handled in-house, had a discount-store look. JWT convinced the chain to use a new color arrangement on the logo and a lifestyle photo on the covers for a more department store image.
"We are not a discount store," Mr. Vasques said. "We are a moderate department store; we carry all department-store national brands. Ninety-nine percent of what you'll find in our stores you won't find in discount stores, but you'll find it in department stores."
`THAT'S MORE LIKE IT'
JWT's TV effort features a new jingle with lines like "at Kohl's, we make it worth your while, brand names that suit your style." The theme: "That's more like it."
The lifestyle spots show children and parents in the store, as well as inside and outside their homes.
MORE RELAXED ATMOSPHERE
"We wanted to get outside the store and get that relaxed feeling," said Mel Foster, senior partner, group creative director on JWT's non-automotive business.
In new markets, a 15-second teaser will be followed by a 60-second grand opening commercial.
A back-to-school drive is included in the campaign.
Kohl's currently has 136 stores, with plans for 150 by yearend.