SEARS SHOWS NEW SIDES
By Adnews Staff
Over the weekend, Toronto-based Sears Canada Inc. debuted its new ad campaign, designed to call attention to its newly upgraded and renovated stores and reposition the chain as a compelling place to shop. The two television ads, "The Softer Side of Sears" and "The Many Sides of Sears", will be supported by print, radio and promotional advertising, as well as public relations, amounting to what is, according to Sears, one of the largest marketing efforts in recent company history. "These new campaigns invite consumers to come in and see what's new at Sears," said Sears Canada's executive vice-president, Richard Sorby. "We especially want them to see the expanded and upgraded selection of merchandise that can be found throughout the store. Our advertising objective is to surprise, even jolt our customers into awareness that there's a lot more to Sears than she may know about, or expect, based on her past experience at the store." The "Softer Side" part of the campaign highlights the chain's new women's fall apparel merchandise, while the "Many Sides" campaign focuses on the renovations and repositioning which have taken place, particularly in the Greater Toronto market, as well as the new product lines and brand names available. The campaign was created by Sear's new agency of record, Young & Rubicam, which also did the media buy. Public relations are being handled by Cohn & Wolfe.