A 60-second commercial, featuring Vera Wang, unveils the “Yes” campaign using striking visuals and artists’ renderings of the letters “Y,” “E,” and “S.”
The spot tells the story of what “Yes” means at Kohl’s: “The things that matter most in this world are the things that inspire us. To the things that matter most to you, we at Kohl’s say ‘Yes.’”
Kohl’s Department Stores (NYSE: KSS) debuted its new brand expression, embracing the power of the single word “Yes.”
“There are very few moments in the lifetime of a brand when you have the opportunity to refresh who you are and how you connect with customers,” said Michelle Gass, Kohl’s chief customer officer. “This is our moment and ‘Yes’ is our voice. It is authentic and grounded in our heritage.”
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Various 30-second commercials celebrate “Yes” moments that most families can relate to – such as a young child diving off the high board at a swimming pool for the first time or learning to ride a bike.
These moments are told through first-person visuals to invite the viewer to experience the moment as it happens. The celebration of these life moments, expressed with enthusiastic declarations of “Yes,” recognizes the power of choosing “Yes.”
The new spots began running on Sunday, April 6. “Yes” will be expressed in-store, on Kohls.com, and throughout all broadcast, digital and social channels.
Customers can participate in the campaign by sharing their personal “Yes” moments using #FindYourYes which could be shared on Kohl’s social channels, including Facebook, Twitter, Pinterest, and Instagram.
Based in Menomonee Falls, Wis., Kohl’s (NYSE: KSS) is a family-focused specialty department store offering apparel, shoes, accessories, beauty and home products.
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