Kmart launches ‘Low prices for life’ brand positioning

Kmart has launched its new brand positioning ‘Low prices for life’ in a campaign from BWM Dentsu Melbourne.

The campaign video celebrates the joy Kmart customers feel when interacting with the brand’s products on a day-to-day basis.

The video is also backed by a cover of the song Everlasting Love by Pete Murray.

Laurie Lai, general manager marketing at Kmart Australia, said in a statement: “We’re passionate about ensuring that all Australians can rely on us for low-price products. With this campaign, we wanted to celebrate the role that these products play in people’s lives.

“We know household budgets are tight, so now is the right time strategically to renew our brand promise to provide the latest low-price products. We’re excited that our new positioning, created by the BWM Dentsu team, will create more authentic, emotional connections with our customers.”

Belinda Murray, managing director at BWM Dentsu Melbourne, said: “We’re proud to have eight years of success and counting with our Kmart partnership, but we knew it was time to communicate Kmart’s brand purpose in a fresh way. With this campaign, we wanted to celebrate everything that Australians know and love about Kmart, while elevating the sense of joy that customers feel when Kmart products are integrated into their homes.”

The out-of-home execution for Kmart

Amy Hollier, executive creative director at BWM Dentsu Melbourne, added: “It’s exciting to work with one of Australia’s most well-loved brands and we’re proud to have created campaigns that really capture Kmart’s spirit and resonate with customers in our time with Kmart so far.

“In this new approach, the products are literally pulled out of the pristine white environment we’ve become used to into joyous, spontaneous real life, demonstrating the way Kmart’s low prices make their products a ubiquitous part of Australian life.

“From social through to broadcast, we have worked with Kmart to embrace an authentic and accessible style of storytelling, which we believe will be embraced by an Australian customer searching for trust. We applaud Kmart for showcasing their product against the backdrop of real real life and see this as Kmart’s next milestone brand moment.”

The campaign will run across TV, OOH, catalogue, radio, social, digital display, website and in-store.

Earlier this year, IPG Mediabrands’ agency UM retained the media account for Kmart after a competitive pitch.


Client: Kmart
Agency: BWM Dentsu
Production Company: Revolver
Media: UM


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