WAL-MART LAUNCHES B.U.M. EQUIPMENT BRAND
By Adnews Staff
Wal-Mart Canada of Mississauga, Ontario is supporting one of the biggest product launches in the company's five-year history with a major new advertising campaign. Supporting the launch of the company's new B.U.M. Equipment line of apparel and accessories for the family is a campaign described as "contemporary and lifestyle-oriented", using the slogan "great style, great quality, great prices." Beginning the week of August 16, television spots, print ads in flyers and magazines, in-store, radio spots and outdoor billboard advertising throughout Canada will be promoting the B.U.M. Equipment brand. The use of the outdoor billboards and magazine advertising marks the first time Wal-Mart Canada has used these media for its advertising. Wal-Mart's purchase of the exclusive rights to the B.U.M. equipment brand mark the first time the retailer has purchased exclusive rights to an internationally recognized brand. The retailer plans to sell the complete range of B.U.M. Equipment merchandise for 30-40 percent less than the prices for which retailers in Canada sold B.U.M. merchandise prior to Wal-Mart's purchase of the brand. Wal-Mart Canada operates 155 stores across Canada. Advertising for Wal-Mart Canada is done by Publicis SMW of Toronto.
In other Wal-Mart news, Wal-Mart Stores Inc. of Bentonville, Arkansas announced it has purchased the exclusive rights to the Sasson brand of ladies apparel and accessories. Distribution of the Sasson merchandise line will begin in Wal-Mart stores around the world in the spring of 2001.