From K-Mart's web page - press releases.
========================================
October 1, 1998
Mary Lorencz,
Kmart Media Relations,
248 643 1021
Joan Wadkins,
CME Public Relations,
612 347 1391
Rosie And Penny Divide And Conquer In New Big Kmart Ad Campaign
TROY, Mich., Oct. 1, 1998 - In a maneuver worthy of the most seasoned shoppers, Rosie and Penny break ranks to carry the Big Kmart news far and wide in a new ad campaign breaking Sunday, Oct. 4, in major markets
around the country.
The commercials offer two perspectives on "discovering the difference", the rallying call for the nationwide conversion of traditional Kmart stores to the new Big Kmart store concept. Rosie inspires current customers with an in-store encounter, while Penny brings in novice shoppers for their first glimpse at "today's Kmart."
The spots reach out to current and prospective customers alike, explains Kmart Vice President of Advertising Larry Davis. "We introduced these ideas in previous Rosie and Penny ads, and now our messages are reinforced with real customers reacting to the Big Kmart experience. With Rosie we see customers celebrate the bright new environment, value and selection. Penny recruits newcomers to the store, relishing their delighted reactions in her snappy, trademark style."
SHOPPER I: I don't shop here.
PENNY: You should.
SHOPPER II: I don't get this.
PENNY: You will.
Created and produced by Campbell Mithun Esty, Minneapolis, the commercials will run in rotation in Big Kmart markets Oct. 4 though Nov. 1, during top-rated network programs (Friends, Frasier, X-Files, Ally McBeal),
daily talk (The Rosie O'Donnell Show) and late news.
Kmart Corporation serves America with 2,115 Kmart, Big Kmart and Super Kmart retail outlets. In addition to serving all 50 states, Kmart operations extend to Puerto Rico, Guam and the U.S. Virgin Islands. More information about Kmart is available on the World Wide Web at
www.kmart.com.