We don’t think Chuck D would ever have imagined that his politically conscious music would make its way into Kmart ads but there it is, in plain sight; the Public Enemy tune “Harder Than You Think” accompanying Kmart’s new campaign entitled “Money Can’t Buy Style.” The marketing approach is a far cry from the store’s usual advertising tactics and this campaign apparently uses real people to convey emphasis on personal style and individualism.
The choice of Public Enemy to accompany the campaigns is a bold one, since the rap group, which is fronted by Chuck D and Flavor Flav, is better known for its controversial and black-empowerment themes which they popularized in the late 80s and 90s. At the same time, a bold move is just what Kmart needed to bring attention to its potential as a source of style. It certainly caught our attention.
Kmart hasn’t had as much success as its competitor Target or even Kohl’s in appealing to stylistas, this new campaigns shows that it is more serious about branding itself as a fashion destination.
What do you think? Is this a good look for Kmart?