Wal-Mart Wants to Carry Its Christmas Ads Beyond Price
The goal of the campaign, by the Martin Agency in Richmond, Va., part of the Interpublic Group of Companies , is to promote low prices as a means rather than an end — less Scrooge and more Tiny Tim . For instance, in one commercial, the question, “What will you do with your savings?” is answered by showing a grinning boy riding a bicycle with a big red gift bow atop the handlebars. A print advertisement presents a house and yard ablaze with Christmas lights
“With great holiday decorations at unbeatable prices,” the headline says, “we’ve got two words for you: backup generator.” In another commercial, a wife raves about the “incredible” price she paid for a Toshiba HD-DVD player she bought her husband. “All I know is that Christmas is going to be a very, very good day,” she says, smiling.
Another print ad, decorated with a ribbon-bedecked ornament labeled “For every wish,” shows gold jewelry; the prices are displayed near each earring, bracelet and necklace. “We make it affordable to have a heart of gold,” the headline declares. The goal is to persuade budget-minded consumers that “the more you save, the more Christmas you can give,” said Stephen Quinn, chief marketing officer at Wal-Mart Stores in Bentonville, Ark.