SEARS PREPARES FOR EATONS RE-LAUNCH WITH NEW AD EFFORT
By Adnews Staff
Sears Canada, based in Toronto, is preparing for the November re-launch of its eatons division with a new advertising campaign. The effort began earlier this month when a teaser campaign appearing on billboards in the Toronto, Ottawa, Winnipeg, Calgary and Victoria markets. The ads featured three-dimensional items such as a lipstick, shoe and martini glass, in the chain's new brand colour "aubergine," which is a deep shade of purple. Two additional items, a watch and a string of pearls, were added when posters and transit ads began running in each of the markets as well as in Vancouver. The ad effort will launch October 22 when a five minute commercial running during the CTV movie of the week is broadcast. The campaign's creative, like the teaser campaign, focuses on the chain's new corporate colour. A radio component will roll out the morning of October 23 and will be accompanied with newspaper and magazine executions. Advertising was done by Ammirati Puris of Toronto. Following the opening of the seven eatons stores, Sears will shift advertising for eatons towards a new campaign for the reborn chain's first holiday season.