Sears, Roebuck & Co. is dropping its "Softer side'' campaign in favor of a new branding effort tagged "The good life at a great price. Guaranteed.'' Exec VP-marketing Mark Cohen said the retailer, with $41 billion in annual sales, needed to unify its branding message to better reflect its myriad offerings of apparel, home and automotive products and services. The new campaign, breaking this fall, will back the retailer's private-label apparel brands Crossroads (for women), Fieldmaster (for men) and TKS Basics (for children). The new effort also will underscore the retailer's aggressive pricing strategy, Mr. Cohen said. "We've been tremendously competitive in price,'' he said, but added the company has not been aggressive enough in touting its prices. The campaign was produced jointly by Ogilvy & Mather, Chicago, and Y&R Advertising, Chicago and New York.
Copyright August 1999, Crain Communications Inc.