How does a company change part of its public face to attract a different/younger market, without alienating its current base?
Kmart, which is not exactly known for its cutting edge ads, did it by finding a way to the right kind of edgy using a great story with humor.
15 million-and-counting YouTube views says it worked.
Doubly impressive because it’s family-friendly—nothing for the modesty police to condemn; everyone is dressed and everything is covered—unlike women’s underwear ads.
Victoria’s Secret it’s not, but I’m willing to bet it sells a whole lot of boxers!
YouTube credit: Kmart