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Kmart's 'Jingle Balls' Commercial Has Them Talking...and Shopping
By: Cindy Wendland
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Advertising is effective, plain and simple, when the ad causes people to purchase the product. Kmart has a new holiday ad out promoting Joe Boxer underwear. It is creating a lot of conversation, but will it sell underwear?

Kmart sells a private label clothing and underwear line under the name of Joe Boxer. They target this brand at the younger hip consumer. Developed by Nicholas Graham and purchased by Windsong after financial troubles, Kmart and Sears exclusively sell the Joe Boxer products in the U.S., keeping the humor and branding stunts true to that of Nicholas Graham.

First, a little about Mr. Graham. He was a master of branding — in a slightly eccentric way. A member of a punk rock band, he loved stunts and publicity. He has said, “The brand is the amusement park. The product is the souvenir.” He was all about creating “the experience” long before it became popular with social media. Great reading on the start-up and his stunts, go to Paul Keegan’s article in Business 2.0.

Back to the ad. Not surprisingly, the spot has received a lot of attention since airing, with comments both favoring it and bashing it. Facebook friends are sharing the ad and it is featured prominently on the home page of the JoeBoxer.com website. Take a look for yourself.

Whether you like the ad or not, the brand marketing is consistent. The ad is meant to be light-hearted, funny, and all about getting publicity. People are talking about the ad — good comments, bad comments, but they are talking. One commenter plans to go buy some Joe Boxer underwear BECAUSE of the ad. Remember the beginning...an ad is successful if it causes the consumer to purchase the product. The Jingle Balls ad is successful. We will just have to wait and see how successful.

   

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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