Sears unveils new tag line

HOFFMAN ESTATES, Ill. Sears has introduced a new tag line, "Sears. Life. Well spent," to convey the idea that it offers its customers the products and services to help them build a better life, even in a down economy.

"Consumers today know it's about more than low prices. Price is important, but it's also about earning our customer's trust - that what you buy is going to last and bring a measure of happiness to your life," said Don Hamblen, VP, chief marketing officer, Sears. "'Life. Well spent.' voices that optimism that Sears has by enriching our customers' lives. We're constantly examining every level of our brand experience so that our customers will not only find what they want at prices they expect, but also with the confidence in knowing it doesn't stop there."

In addition to the new tag line, Sears is unveiling a seasonal campaign to run in conjunction with its popular and successful Blue Appliance Crew work. This new campaign for Sears' soft lines appeals to the notion that conspicuous consumption is out of sync with today's world. Sears is tapping into the belief that fashion doesn't have to come at the expense of living well.