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Sears unveils new tag line, campaign

March 23, 2009

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Hoffman Estates, Ill.-Sears, the department store giant ranked within the top 10 of National Jeweler's 2008 $100 Million Supersellers list, has unveiled a new tag line: "Sears. Life. Well spent."

While the line underscores both value and Sears' broad array of products and services, there is less of an emphasis on price, the retailer says.

"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," Sears Chief Marketing Officer Don Hamblen said in a media release. "'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."

The new tag line evokes similar messages from competitors Wal-Mart and Target, two majors that are also listed on National Jeweler's most recent $100 Million Supersellers list, a ranking of North American retailers that sold $100 million or more in jewelry and watches in 2007.

Wal-Mart, whose tag line reads "Save money. Live better," ranks at number one, doing an estimated $2.8 billion in jewelry and watch sales in 2007. Target, whose tag line reads "Expect more. Pay less," ranks at number 13, bringing in an estimated $460 million that year. And Sears, finally, stacks up at number 7, doing an estimated $900 million in business in 2007.

A media campaign introducing the new tag line kicked off on March 18 with a primetime television commercial. In addition to national television spots, the campaign will also feature a diversified media mix of radio spots and online initiatives.
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