Sears unveils new tag line, ad campaign

Hoffman Estates, Ill. Sears on Wednesday announced a new communications initiative designed to build on its brand equities to appeal to today’s American family. The program includes a new tag line: ‘Sears. Life. Well spent.’

In addition, Sears is unveiling a new seasonal campaign for its  soft lines that appeals to the notion that conspicuous consumption is out of sync with today’s world.