In a major initiative to reposition its consumer outreach, Kohl’s is showcasing home products in a new brand platform using the slogan “Where Families Come First” to emphasize its embrace of all families and the real, messy and beautiful moments they spend together.
The new brand platform, as well as its value positioning and enhanced product offering, mark Kohl’s as a prime destination for families, the company maintained.
In a highlight reel released to help launch the new branding, Kohl’s is spotlighting everyday family moments that celebrate shared experiences. In the fall, Kohl’s will launch a brand marketing campaign dubbed “When Life Gets Real, Start Here.” Kohl’s digital and print, video and social media will tie family moments to product storytelling, such as is the case with decor for someone occupying a first home, dinnerware for family gatherings and waffle irons for making memories with grandkids. As such, the campaign begins with a bit of a home-products emphasis, after Kohl’s alluded to more marketing support for home in its second quarter conference call, and illustrates how the retailer’s assortment suits life moments. Kohl’s will collaborate with long-time celebrity brand partners to assemble product curations that spotlight the Kohl’s products they use in the course of managing careers and families, the company indicated.
The campaign features broadcast spots presenting relatable moments that make up family life, from heated sibling ping pong matches to middle-of-the-night wake-ups with a new baby. Set to the song “Home” by Good Neighbours, the marketing campaign will run through a range of media channels, including TV, digital, video, social, and kohls.com. As part of the campaign, the retailer is asking shoppers to share how Kohl’s contributes to family moments by using #KohlsFinds or @kohls for the chance to appear on the company’s social media channels.
As it proceeds, the company noted that Kohl’s will demonstrate how its expansive home lineup, apparel range, Sephora at Kohl’s boutiques, Babies “R” Us shops and pet gear address everyday needs and life’s exciting firsts.
To celebrate the launch of the new brand platform, Kohl’s is inviting customers to visit stores nationwide for the Kohl’s Cash Ultimate Giveaway event running September 6-8. Plans call for the company to give away millions in instant Kohl’s Cash coupons as part of the event. In addition to the giveaway, Kohl’s will roll out three days of deals in-store and online, plus 20% off qualifying purchases with a coupon that will be broadly distributed through Kohl’s marketing channels.
“Kohl’s has always been committed to families by providing the product they want at a great value,” said Christie Raymond, Kohl’s chief marketing officer, in announcing the rebrand. “With our new platform, we have an opportunity to emotionally connect with new and existing customers, including families in all of their forms, and get them excited about the changes we’re making. Today’s family is inundated with images of perfection across media channels, so we wanted to flip the script and bring authenticity to our marketing and storytelling that shows real moments.”
