CHICAGO—Sears, Roebuck & Co., the world's second-largest retailer and owner of more than 1,100 tire and auto service centers, has begun a new advertising campaign in an attempt to boost stagnant sales. On Aug. 17, the mass merchandiser unveiled a new marketing campaign and tagline: ``The good life at a great price. Guaranteed.''
Sears is ditching its ``Come see the softer side of Sears'' slogan. But the new tag won't be used for all of the tire stores.
A Sears spokeswoman said, ``The new theme is going to be the theme of all our products,'' including Sears Auto Centers (SAC).
However, she added, ``NTB (Sears-owned National Tire and Battery) will not carry the new Sears tagline, only Sears-branded stuff.''
In March, Sears announced a reorganization and moved its automotive division, which includes about 800 SAC locations and about 350 NTB locations, into a unit with off-the-mall specialty stores.
The Chicago-based retailer began using the tagline in early September in 60 broadcast and print ads Sears said will generate more than 2 billion consumer impressions.
``The new campaign re-focuses and unifies Sears marketing efforts,'' said Mark Cohen, executive vice president of marketing, in a press release. Mr. Cohen has since been named president of softlines and remains in charge of Sears retail marketing.
He added that the campaign will highlight the, ``value and image of the company as a differentiated retail destination.''
The new campaign targets women 25-54 and their families, and was created by two major ad agencies: Ogilvy & Mather, Chicago; and Young & Rubicam, Chicago and New York.