JWT Canada sends out “Walmart drops prices” ads
February 13, 2009
Since when does Walmart need branding to say they are low cost? Advertising Agency JWT Canada is calling this a re-branding. Why is this called a re-branding? The sole reason Walmart is surviving, even thriving in this economy is because it’s prices are clearly lower. It doesn’t take a rocket scientist to know that. We are not questioning the low prices, we are questioning JWT calling this a re-branding. That’s akin to saying Wal-mart is going for “Julie Roehm” re-branding package.
Look we like the idea of Walmart saying “we’re the cheapest” during this crappy economy.. but don’t call this a re-branding that’s been their message for decades.
Below is the press release sent out in Canada.
MISSISSAUGA, ON, Feb. 13 - Walmart Canada is planning for a record year of price reductions as it rebrands to operate under a new logo and the slogan “Save money. Live better.” The rebranding, which takes effect next week, addresses the growing customer focus on saving money during difficult economic times and builds upon the company’s long-held commitment to having
the best prices, every day.
The brand was launched earlier this week to a gathering of thousands of store managers and business leaders at Walmart Canada’s annual year-beginning meeting, where the company set its course for 2009. At the meeting, the company’s president and CEO, David Cheesewright, also announced plans to deliver a record year of price reductions in 2009 - with a goal of 20 per cent
more price rollbacks in stores nationwide.
“Today, more and more Canadians are wondering how to save money and live better, and we know Walmart will be an important part of that equation,” said Cheesewright. “Our new slogan is more than just marketing - it’s a business principle. This year we expect Walmart’s price rollbacks to save our customers more money than ever, leaving them more for life’s other priorities.”
Recent Ipsos Reid research shows that Canadians believe Walmart helps them save money, offering savings of nearly 20 per cent. Canadians say that the same goods purchased for $100 at Walmart would cost them an additional $19, on average, at other typical Canadian grocery and mass merchandise retail stores.(*)
“When we ask Canadians what saving money and living better means to them, they consistently talk about quality time spent with family and friends - not necessarily about having more money for more things,” said Jeff Lobb, Vice President, Marketing, Walmart Canada. “While retailers usually encourage people to spend money, our ads, our stores and our prices are an invitation to
Canadians to come and save money.”
Under the new branding, Walmart Canada’s first wave of television advertising asks the question “What will you do with your Walmart savings?” The ads, created by Toronto-based ad agency JWT, feature Walmart products used by customers also enjoying family time and popular pastimes, and will air on national and specialty channels nationwide beginning next week.
As of next week, Walmart Canada’s new logo will appear in all varieties of advertising, in stores nationwide, and on the front of new or remodeled stores. The new logo includes various alterations to the original, including eliminating the hyphen from the name Wal-Mart, replacing the star which frequently appears in the name, and including new colours and an asterisk-style spark at the end of the name.
“With warmer colours, more welcoming font, and the spark - which represents everything from our environmental programs, to he ‘aha’ moment customers experience when they see our prices, to a new day for our company - this logo is a strong representation of the company Walmart has become,” said Lobb.
Walmart Canada operates a growing chain of 318 locations, serving more than one million Canadians each day. With pproximately 80,000 associates in its stores and Mississauga-based home office the company is Canada’s fourth
largest employers.
<<
(*)The Ipsos Reid poll was conducted on behalf of Wal-Mart Canada January
14 to January 20, 2009. This online survey of 1299 Canadian adults, aged
18 to 65 was conducted via the Ipsos-Reid's national online panel.
Statistical margins of error are not applicable to online polls, however,
an unweighted probability sample of this size, with a 100% response rate,
would have an estimated margin of error of +/- 3 percentage points, 19
times out of 20, had the entire adult population of Canada been polled.
>>
For further information: Kevin Groh, Director, Corporate Affairs,
Walmart Canada, (905) 821-2111 x8012
Comments
-
http://refunddebt.com/jwt-canada-sends-out-%e2%80%9cwalmart-drops-prices%e2%80%9d-ads-tribble-ad/ JWT Canada sends out “Walmart drops prices” ads | Tribble Ad … | refunddebt.com
Recognized by Advertising Age Magazine as top Power 150 news outlet for Advertising and Marketing.
Recognized and listed in Google News. Don't stress, we're Satire
Ad Agency Advertising
