Kmart Uses Humor to Stand Out

Kmart is providing more watercooler conversation with its new “Big Gas” campaign. In time for the peak road trip season, the retailer is offering 30 cents savings per gallon for its shoppers who spend $50 or more. But it’s not only the savings that is getting attention; it’s the ad campaign. Say “Big gas savings” really quickly, and one can see where the humor lies.

Kmart also took a risk with its “I shipped my pants” campaign recently.

It’s refreshing to see the retailer not take itself too seriously, especially when it is coming up behind larger mass merchandisers such as Walmart and Target.

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