Kohl’s unveils family-focused brand platform
Kohl’s Corp. is focusing on families with its new branding initiative.
The department store retailer is launching "Where Families Come First,” a new brand platform that encompasses print, digital and social media as well as product assortment and special Kohl’s Cash rewards promotions. During fall 2024, the platform will include a promotional campaign, “When Life Gets Real, Start Here,” across digital and print media, video, and social media.
The campaign will highlight how products fit into specific life events such as home decor for your first time living alone, dinnerware for when the entire family stops by, and waffle irons for making breakfast with your grandkids.
In addition, the campaign features broadcast spots that showcase family moments such as sibling ping pong matches and middle-of-the-night wakeups with a new baby. Set to the song “Home” by British duo Good Neighbours, the advertisements will run across channels including TV, digital, video, social and the Kohls e-commerce site.
"Kohl’s has always been committed to families by providing the product they want at a great value," said Christie Raymond, Kohl’s chief marketing officer. "With our new platform, we have an opportunity to emotionally connect with new and existing customers, including families in all of their forms, and get them excited about the changes we’re making."
Kohl’s will collaborate with established celebrity brand partners to compile product curations. Customers can share how they use Kohl’s products during family moments by using #KohlsFinds or @kohls for the chance to be featured on Kohl’s social media channels.
"Where Families Come First" will also highlight the extended product assortment at Kohl’s, including its Sephora at Kohl’s and Babies “R” Us partnerships, home assortment, and pet gear.
[READ MORE: Kohl’s starts rollout of Babies"R"Us shops to 200 stores]
Kohl’s Cash event
To celebrate the launch of its new platform, Kohl’s is hosting the Kohl’s Cash Ultimate Giveaway event. From Friday, Sep. 6 to Sunday, Sep. 8, the retailer will give away millions of dollars in instant Kohl’s Cash coupons.
Shoppers will receive instant Kohl’s Cash coupons valid for their qualifying purchase, redeemable the same day, while supplies last. On top of the giveaway event, Kohl’s will offer three days of deals in-store and online plus 20% off a qualifying purchase with coupon.
"Today’s family is inundated with images of perfection across media channels, so we wanted to flip the script and bring authenticity to our marketing and storytelling that shows real moments,” said Raymond.
Based in Menomonee Falls, Wis., Kohl's operates more than 1,100 stores in 49 states.
