Kohls Has Us Saying Yes With a Brand Refresh - Howard Davidson, Arlington, MA

1. Kohls Has Us Saying Yes
With a Brand Refresh
by
Howard Davidson, Arlington, MA
Slide By :- Howard Davidson Arlington
MA

2. Kohls Has Us Saying Yes
With a Brand Refresh
Kohl’s is cleverly having us saying yes with a rare
opportunity for a brand refresh.
The clothing retail giant known by families
everywhere for huge savings on shirts, shorts,
sandals and more is trying to make the word “yes”
a contagious way to engage shoppers.
Slide By :- Howard Davidson Arlington
MA

3. A 60-second ad hopes to inspire shoppers and evoke
some emotion. The spot includes romanticized imagery
of a variety of possible Kohls shoppers having a great
time with the letters that make up their new buzzword-
“yes”. A departure from the company’s tried-and-true
deal-pushing tactics, the change marks a move
towards customers’ hearts instead of their wallets
Slide By :- Howard Davidson Arlington
MA

4. Shifting from product-based ads to a much more
conceptual commercial campaign, the store is
redefining its image from the outside in. Another ad
in the series shows the point-of-view of a young boy
during his first leap off a diving board. Conquering
fears, trying new things, and “just going for it” seem
to be the new themes that Kohl’s is pushing for.
The change comes along with the corporate addition of
Michelle Gass as chief customer officer. According to
Ad Age, the recently struggling company hopes that
pushing their ads towards social platforms will drum
up sales. Promoting the hashtag “#FindYourYes”,
Kohl’s is encouraging customers to share their “yes”
moments with the world.
Slide By :- Howard Davidson Arlington
MA

5. Apparently, as of now it seems the Kohl’s website is
saying “no” to the new campaign- the site only
features a small bit of “yes” themed graphics in the
bottom right corner. Despite the slow change, Gass
says, “We want to inspire our customers to find their
‘Yes’ at Kohl’s.” While the ads are emotionally
charged and inspiring, the store has not yet defined
what exactly a “yes” looks like, but apparently, this
mysterious “yes” can be found at a Kohl’s near you.
Slide By :- Howard Davidson Arlington
MA

6. Apparently, as of now it seems the Kohl’s website is
saying “no” to the new campaign- the site only
features a small bit of “yes” themed graphics in the
bottom right corner. Despite the slow change, Gass
says, “We want to inspire our customers to find their
‘Yes’ at Kohl’s.” While the ads are emotionally
charged and inspiring, the store has not yet defined
what exactly a “yes” looks like, but apparently, this
mysterious “yes” can be found at a Kohl’s near you.
Slide By :- Howard Davidson Arlington
MA