Guess what Walmart is bringing back?

Walmart is reviving a familiar icon to be the symbol of its low-price marketing.



The discounter announced it is bringing back its yellow smiley image, which has been in hibernation for some 10 years. The image can already be seen in some digital advertising and will expand to television ads and select in-store signage next week.



In a blog on the company’s Web site, chief marketing officer Tony Rogers described the image as “the champion for low prices at Walmart. He said nearly 70% of Walmart customers still associate “Smiley” with savings at the chain.



“Back in the day, Smiley was the face of rollbacks,” Rogers said in the blog. “Today, he represents all low prices. Whether we’re talking about a great everyday low prices or a new rollback, Smiley’s our man.”



Walmart introduced the smiling yellow icon in 1990. The chain believes it has as much relevance now as it did back then.



“As retail evolves, there are elements that are timeless,” Scott said. “Today, as much as ever, our customers need us as their advocate for low prices. Smiley represents that commitment.”