KMART: BRAND CAMPAIGN
Kmart is the third largest retail business in the world behind Walmart and Target with 1,077 stores nation wide. But, it had no compelling identity. If you want affordable style, you shop at Target. If you’re looking for variety at a substantial discount, you go to Walmart. The "Surprise! It's Kmart" brand campaign helped to change Kmart's image, from an uninspiring discount store, to a destination for stylish products, hidden treasures and great deals.