Kohl’s Department Stores latest branding campaign, which focuses on the word “Yes,” debuted with television commercials on April 6. The full campaign, which will include TV spots, in-store signage and a full social media campaign, began today, April 7. According to Kohl’s, the full rollout for the campaign highlights a philosophy that has been part of the company’s DNA for decades.
“There are very few moments in the lifetime of a brand when you have the opportunity to refresh who you are and how you connect with customers,” said Michelle Gass, Kohl’s chief customer officer. “This is our moment and ‘Yes’ is our voice. It is authentic and grounded in our heritage.
“We know that every day, people have a choice. We celebrate choosing ‘Yes’ and we want to empower our customers to embrace ‘Yes’ in their daily lives,” Gass continued. “We want to inspire our customers to find their ‘Yes’ at Kohl’s.”
A 60-second commercial featuring Vera Wang unveils the “Yes” campaign using striking visuals and artists’ renderings of the letters “Y,” “E,” and “S.” The spot tells the story of what “Yes” means at Kohl’s: “The things that matter most in this world are the things that inspire us. To the things that matter most to you, we at Kohl’s say ‘Yes.’”
“In every life, at some moment, it is time to embrace and be open to a new adventure, a new opportunity, a new journey,” said Vera Wang. “Designing a lifestyle brand for Kohl’s was my ‘Yes’ moment, affording me the opportunity to bring all my experience and passion for fashion and style to clothing, accessories and home. ‘Yes’ for me means expanding my creative vision for more women. ‘Yes’ equals Kohl’s.”
Various 30-second commercials, which began on April 6, celebrate “Yes” moments that most families can relate to— such as a young child diving off the high board at a swimming pool for the first time or learning to ride a bike. These moments are told uniquely through first-person visuals to invite the viewer to experience the moment as it happens.
Starting April 7, “Yes” will be expressed in-store, on Kohls.com, and throughout all broadcast, digital and social channels.
Customers are invited to participate in the campaign by sharing their personal “Yes” moments using #FindYourYes which could be shared on Kohl’s social channels, including Facebook, Twitter, Pinterest, and Instagram. The full commercials can be viewed at youtube.com/Kohls.