After two years of emotional holiday ad campaigns, Kohl’s is meeting its customers where they need it to be—with promotions and value. A 30-second holiday anthem spot released today, called “More Gifts, More Savings,” gives Kohl’s Cash, the retailer’s coupon program, a starring role, along with apparel, toys and home products.

“We know consumers are feeling the pressure of inflation and knowing that they’re spending more on essentials, discretionary is where they’re starting to make trade-offs,” said Christie Raymond, who was appointed chief marketing officer of the Menomonee Falls, Wisconsin-based retailer earlier this year. “Middle [income] consumers are the most impacted and as we continue to talk to consumers as we look to holiday, we know value will be more important.”

Kohl’s shows a jazzy mix of people and products with a soundtrack set to “December,” Earth Wind and Fire’s holiday version of the classic song “September.” The spot ends with text that reads, “Give more. Get more.” (Macy's, meanwhile, is using the line “Give Love. Give Style.” in its new holiday campaign.)

Along with two versions of the anthem spot, Kohl’s will run a series of product-specific spots as well as a commercial highlighting Sephora, which now has shop-in-shops within hundreds of Kohl’s locations with a goal of more than 1,100.

“We wanted the spot to feel more modern and contemporary and showcase more product,” said Raymond.
 

During the last two years, Kohl’s pursued a more emotional approach. In 2020, the chain’s holiday spot, in which a young girl under pandemic lockdown forged a new friendship with an elderly neighbor by communicating through their windows, was one of the season’s most memorable for tugging at the heartstrings. Last year’s spot showed a young boy asking an older relative to dance at the family’s holiday gathering. Both of those ads were created with Yard NYC.

In both the 2020 and 2021 holiday spots, the Kohl’s brand took a backseat to the narrative. This year, that is not the case as executives sought to give Kohl’s, and its promotions, more prominence. Kohl’s worked with Chandelier on the creative direction of the new campaign. Horizon Media, which picked up the chain’s business earlier this year, handled media duties.

Kohl's Cash and TikTok

The marketing push will include linear and connected TV, direct mail and print and a hefty social media presence. Kohl’s is leaning more into TikTok, Raymond said, noting that Kohl’s Cash stands out on social. Customers can highlight Kohl’s Cash in their TikTok videos, and the retailer will also be running an interactive TikTok offering that allows consumers to shake their phones to reveal surprise deals. In addition, Kohl’s is using a gamified AR lens on Instagram and Facebook, and an outfit color match experience on Pinterest.

In its second quarter, Kohl’s saw same-store sales decline 7.7% and net sales fell 8.5% to $4 billion. CEO Michelle Gass called 2022 more “challenging than initially expected.” Kohl’s has also been under pressure this year from activist investors to sell the company. In August, the chain lowered its guidance for the year and predicted net sales would fall between 5% and 6%.