Over the years, Walmart has been harshly criticized for a number of reasons. And because of this negative PR, the company recently launched a new image campaign using straightforward messaging and imagery to showcase the company’s strengths and win back its good name.
The new campaign is titled “The Real Walmart” and includes three television ads communicating Walmart’s mission and values. In the first ad, Walmart customers (an accountant, teacher, fire fighter, etc.) explain how saving money by shopping at Walmart benefits their family and their future. The ad also tries to illustrate the economic and ethnic diversity in its customer base.
In the second ad, the audience is shown a 19-year old associate in Chicago describing Walmart’s career advancement opportunities.
The last ad is focused on Walmart’s biggest vulnerability: its business model – which has recently been scrutinized with the collapse of the garment factory in Bangladesh. The ad breaks down the company’s super-efficient business and logistical tactics that keep costs low for their customers.
The company has also set up a website which provides profiles of customers and associates (the “REAL” people of Walmart…not these shoppers).
Walmart’s CEO said: “We have wanted to do this for a long time because we know that people trust Walmart even more when they understand the opportunities we provide our associates, who the customers are that shop with us, and how we deliver low prices.”
After reviewing these commercials, we can’t say we’re blown away. They’re a little too boring to be the makings for a viral campaign. However, with all the brand-damaging websites, articles, and videos posted about the brand, it’ll benefit the company to have more positive information being picked up by search engines.
We also questioned why it’s taken Walmart so long to produce a campaign like this. The company has long been a target of activists. However, after conducting some research, we learned that Walmart raked in more than $469 billion in revenue last year (5 percent ahead of the prior year). So, the brand, while tarnished, isn’t hurting quite yet. Consumers looking to save money are still flocking to the store.
Do you think the “Real Walmart” campaign will be effective in providing the public with a new perspective on the controversial retailer?
Sources:
http://www.thedrum.com/news/2013/05/05/walmart-launches-national-tv-and-digital-advertising-campaign-show-real-walmart
http://www.forbes.com/sites/lauraheller/2013/05/06/new-ad-campaign-promotes-the-real-walmart/
http://www.brandchannel.com/home/post/2013/05/07/Walmart-Real-Campaign-050713.aspx#continue
http://www.insidermonkey.com/blog/wal-mart-stores-inc-wmt-when-will-you-forgive-it-134882/
