Kmart Brings Blue Light Special Back as Character
Kmart is out with a marketing campaign that introduces its new animated spokescharacter, Mr. Bluelight.
The campaign, which launched this week, highlights the “surprising finds” and products at the store.
Named after Kmart’s Blue Light Special, a promotional tool launched in 1965 to help customers find bargains and store discounts, Mr. Bluelight represents more than sales and clearance items.
Kmart will not use Mr. Bluelight to bring back its Blue Light Specials, which were discontinued in 1991. Instead, the company plans to introduce special items called BlueLight Finds, limited-time only merchandise, and the Best of Blue, items unique to the retailer.
“We are injecting fresh ideas, fun and new products into Kmart, both in-store and online, and Mr. Bluelight is our expert on all things ‘Kmart, ’” said Bill Stewart, chief marketing officer of Kmart, in a statement.
The integrated marketing campaign, the first since 2003, will feature the spokesperson in-store, online and in Kmart’s circular.
A TV spot, which shows the character commenting on a Kmart fashion show, kicked off this week. The commercial will air during the season finales of “Ugly Betty,” “Grey’s Anatomy,” and “The Bachelor” on ABC, as well as on cable and syndicated TV. A Spanish-language version of the ad rolls out May 21.
Online, the retailer will boost its presence with ads on iVillage.com and Yahoo.com. It also formed a partnership with “National Bingo Night,” a new ABC game show, which allows viewers to play at home and win prizes from Kmart.
Grey Worldwide handles the campaign. Draftfcb takes over Kmart’s $225 million account this summer (PROMO Xtra, April 19, 2007).
