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Ducks in a Row: How Staid got Edgier

by Miki Saxon

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

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