Kohl's Taps the Beatles for Multi-Generational Holiday Spots

Campaign Includes Eight Spots, Storytelling Truck in Times Square

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Kohl's uses a family tree in its campaign.
Kohl's uses a family tree in its campaign. Credit: Kohl's

This holiday, Kohl's wants everyone "All Together Now." The Menomonee Falls, Wisc.-based retailer will begin airing spots for its family-focused holiday campaign Nov. 12. The department store will broadcast a series of spots told from the point of view of various members of one multi-generational family tree, set to The Beatles tune of the same name. One spot depicts a man dressing up as Santa; another shows a Star Wars-loving boy waking up to a Storm Trooper at the tree on Christmas morning.

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The campaign "focuses on how Kohl's is bringing modern families together in unexpected ways," said Will Setliff, exec VP-marketing for the 1,166-unit chain. The campaign includes eight total broadcast spots of 30-and 15-seconds in length. Kohl's worked with Peterson Milla Hooks for the broadcast and Huge for social media around the campaign.

On Nov. 20 and 21, the company will also host a storytelling pop-up truck in Manhattan's Times Square where families are encouraged to share their family traditions via social media. There will also be sponsored holiday music channels on Pandora for the first time. Stores will open at 6 p.m. on Thanksgiving.

Mr. Setliff noted that Kohl's is spending more on this holiday's campaign than it spent last year, though he declined to provide specifics. The chain spent $83.4 million on measured media in November and December last year, according to Kantar Media. Same-store sales for the fourth quarter of 2014 increased 3.7%.

Like its competitor Target, Kohl's will also be focused on the Force this year, in advance of the Dec. 18 debut of "Star Wars: The Force Awakens." The retailer is offering three exclusive apparel collections, a home line and toys, and will partner with Fandango to offer two tickets to the movie premier to its first 100 Black Friday customers.

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