Kmart's Famous BlueLight Comes to Life in New Advertising Campaign

In support of its successful BlueLight brand, Kmart is launching a national advertising campaign to bring its legendary shopping icon to life through new animated characters called "BlueLights." The "BlueLights" are featured in an upcoming campaign for Kmart's BlueLight Always everyday value pricing program. Through BlueLight Always, effective this week, Kmart will have lowered prices on more than 30,000 items across the store, including the products and brands consumers want and need most.

The Kmart "BlueLights" stand for value. They are hip-swinging, music- loving illuminating spotlights born and raised in Kmart's hometown of Motown -- Detroit, Michigan. In the commercials, the computer animated "BlueLights" work hard reducing prices throughout Kmart stores. Everything they shine their lights on instantly becomes a great value, thus rewarding Kmart's customers. Working by moonlight while jamming to "Get Down Tonight," "BlueLights" just don't quit!

"BlueLights" have already marked down the price on more than 30,000 items across the store since the BlueLight Always program was initiated in April 2001. The continuing BlueLight Always price reductions are part of Kmart's recently reintroduced BlueLight brand, which also includes the BlueLight Special.

"The BlueLight brand stands for great value," said Kmart Chairman and CEO Chuck Conaway. "With our new BlueLight Always commercials, we have characters to represent and build the brand. Consumers will know anytime they see 'BlueLights' that an amazing value can't be far away."

The 30- and 15-second television commercials featuring "BlueLights" will begin airing nationally August 30 on major broadcast and cable networks. Future plans for Kmart's new character include radio spots and print advertising.

Don Coleman Advertising (DCA) developed the new commercials. DCA is one of Kmart's two advertising agencies of record.

Don Coleman Advertising is the No. 1 multicultural advertising agency in the United States. As a full-service agency specializing in targeted marketing approaches, DCA's client roster includes Kmart and other Fortune 500 companies.

Kmart Corporation (NYSE: KM) is a near-$40 billion company that serves America with more than 2,100 Kmart and Kmart Supercenter retail outlets and through its e-commerce shopping site at . Kmart donates $35 million each year to support its hometowns and local nonprofit organizations. Kmart associates also provide their most valuable resource -- time -- every day in their local communities. In addition to serving all 50 states, Kmart operations extend to the Caribbean Islands and Asia Pacific. More information about Kmart is available at under the "About Kmart" section.


SOURCE: Kmart Corporation

Contact: Dave Karraker of Kmart Corporation, +1-415-229-9770, ; or Michele Y. Edwards of Don Coleman Advertising,


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