Kohl's Launching 'Family-Focused' Brand Platform
Kohl’s has debuted its new brand platform, “Where Families Comes First,” which the retailer said celebrates families and embraces the moments family members share.
This fall, the retailer’s new platform will come to life through its campaign, “When Life Gets Real, Start Here.” Across Kohl’s digital and print media, video, and social media, consumers will see authentic and unfiltered moments through product storytelling such as home decor for those living alone for the first time, dinnerware for when the entire family stops by, and waffle irons for making memories with your grandkids, highlighting how Kohl’s offerings are made for real-life moments.
Kohl’s will also collaborate with long-time celebrity brand partners to compile product curations that spotlight the retailer’s products they use and love in their everyday lives managing careers and families.
“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. 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.”
The campaign features broadcast spots that showcase relatable moments that make up the family journey. From heated sibling ping pong matches to middle-of-the-night wakeups with a new baby, the collection of moments celebrates the shared experiences that make life unique and meaningful. Set to “Home” by Good Neighbours, the advertisements will run across a wide range of channels, including TV, digital, video, social, and Kohls.com.
