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Kmart gets dancey with ‘irresistible’ campaign

Kmart ad stillDiscount retailer Kmart has launched a catchy new brand campaign following an makeover of its stores.

The energetic, colourful campaign featuring scantily clad models, a dog, a kid wearing a onesy and dance sound track, is something of a departure for Kmart, which has in recent times taken a more low-key approach to advertising with a focus on real customers and its ‘Every Day Low Prices’.

The TV ad, to promote Kmart’s “irresistible prices”, breaks on national TV on Sunday, and the campaign will also run on outdoor, radio and digital media from next week.

Kmart MD Guy Rosso said in a press release: “We have certainly made our mark on the Australian retail landscape and this new television commercial mirrors the enthusiasm, passion and excitement felt by our team members and customers alike. The best part about this is the Australian shopper keeps on winning.”

The campaign breaks about a week after Kmart Tyre and Auto announced it was to drop sales promotions in favour of an “every day low prices” strategy.

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