ADVERTISING   |   POSTED ON 18.07.2014

In the competitive world of retail, a strong brand strategy can make all the difference. After six years of declining sales and over 80 store closures in 2012, Kmart (US) turned things around with a bold and unexpected marketing move. By leveraging humor and virality, they launched the now-famous “Ship My Pants” campaign—a clever play on words that left audiences both shocked and amused.

This 30-second ad racked up over 18 million views, proving that strategic branding isn’t just about visuals—it’s about creating memorable, engaging experiences. The campaign emphasized free shipping, a growing trend in retail, and helped Kmart stay competitive against major players like Walmart and Costco.

For businesses looking to stand out in today’s market, investing in branding strategies services in Melbourne is essential. Whether it’s through innovative advertising, strong messaging, or cohesive brand identity, companies can craft powerful narratives that capture attention and drive results.

If you’re searching for top-notch branding strategies services melbourne, working with a team that understands market trends and consumer behavior is key to long-term success.

A month after Kmart’s success with the release of “Ship My Pants”, they released and promoted another ad, “Big Gas Savings” which was viewed over 4 million times in its first week. The main point of these advertising campaign is to make people laugh, forward them on and help build brand recall for Kmart. The advertisements have generated a lot of traffic and spawned a trail of responses on the internet which certainly has worked out well for Kmart.