After 6 years of declining sales and more than 80 stores shutting down in 2012, Kmart (US) decided to fight back by surprising their consumers with a viral and well-played funny campaign.
The 30 second ad “Ship My Pants” was viewed over 18 million times, taking viewers from shocked to laughing. Due to cheeky clever wordplay, viewers believe they are hearing something a bit racy that sounds a lot like “Ship My Pants”. Free shipping is the focus of the advertisement which is an important growing trend for a retail store. Also its competitors Walmart and Costco had already jumped on the bandwagon.