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Tuesday, July 15, 2008

Sears Attempts to create "Cool" Image with Social Networks

In the early 1970s, Mountain Dew was marketed as a moonshine-type product complete with hillbilly characters on the bottling.

I know this because I'm from Appalachia and it was talked about quite often. In the late 1970s, though, the company realized that it didn't have much of a future with that market. So, they updated their promotions and targeted the young, college market.

Sears, one step above K-Mart for many, is hoping to change its image with a similar makeover; however, the company is using social networks instead of slick television ads and repackaging.

One of its first offerings in the new "lounge" site is a 5-part musical called "Don't Just Go Back. Arrive." starring High School Musical's Vanessa Hudgens that tracks her shopping excursion to Sears to buy clothes for school. (That Hudgens became "Internet famous" for a series of leaked photos of her naked shouldn't escape the ironic eye.)

This follows on the Sears' foray into the Facebook social networking site, in which the company asked girls who bought prom dresses to share their experiences (re: retail choices) with their friends.

Regardless of where you come down on the commerciality of the moves, it's clear Sears is hoping to become a newer, hipper version of its old self.


By Brad at 02:55 PM | Comments (4)

(4) Thoughts on Sears Attempts to create "Cool" Image with Social Networks

We applaud Sears for trying to reach out to the younger folks. Prom dress season is prime time for stores like that - so it's great they are trying to capitalize on it! We hope they are successful.

Comments by Brick Marketing : Wednesday, July 16, 2008 at 10:32 AM

Hey, I drank Mountain Dew through my formative years specifically because of the marketing.

I don't think there's anything wrong with changing your image. We all do it :)

Comments by Brad King : Wednesday, July 16, 2008 at 05:00 PM

Sears should do for social networking what Sears has done for Lands End.

They can hide behind the technology but the bottom line is that they have merchandising issues to address that have been ignored for decades.

Newer. Hipper. To paraphrase the Mountain Dew Hillbilly reference "It's like putting lipstick on a pig"

Comments by patmcgraw : Monday, July 21, 2008 at 10:14 AM

Hey Pat:

Thanks for reading.

Supply chain issues are a problem for most companies, and that problem was address in a great book called The World is Flat.

Companies need to figure out that problem quickly.

As for Moutain Dew -- for 25 years, it was THE drink on college campuses thanks to its marketing shift. And it's surely the reason behind all the "energy" drinks today.

They were spawned to knock off Mountain Dew -- which shows you how good their campaign actually was.

Comments by Brad King : Monday, July 21, 2008 at 12:26 PM

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