Campaign: Sears "Come See the Softer Side of Sears"

Concept:
*Launch Year: 1993*

"Come See the Softer Side of Sears" is a memorable and iconic campaign by Sears, a well-known retail department store chain. Launched in 1993, this campaign marked a significant shift in Sears' brand image, transitioning from its traditional focus on hardware and appliances to a more emotional and lifestyle-oriented approach. The slogan was designed to convey a more customer-centric and welcoming image for the brand.

Key Details:

1. Brand Transformation:
- The campaign signifies a transformation in Sears' brand identity. It shifts the perception of Sears from a primarily utilitarian and hardware-focused retailer to a more customer-friendly and lifestyle-oriented department store.

2. Emotional Connection:
- "Come See the Softer Side of Sears" aims to establish an emotional connection with consumers. It suggests that Sears is more than just a place to shop; it's a destination where customers can find products that enhance their lives.

3. Lifestyle and Home:
- The campaign places a strong emphasis on lifestyle and home-related products. It portrays Sears as a place where customers can discover items that contribute to a softer, more comfortable, and enjoyable life.

4. Diversity of Offerings:
- Sears offers a diverse range of products, and the campaign highlights this diversity. It showcases everything from clothing and home goods to appliances and tools, appealing to a wide audience.

5. Approachability:
- "Come See the Softer Side of Sears" conveys an approachable and customer-centric image. It suggests that Sears is a welcoming and friendly place to shop, catering to the needs and preferences of its customers.

6. Personalization:
- The campaign did have incorporated personalization by showcasing the individual preferences and lifestyles of Sears customers. It aimed to make customers feel that Sears understands and caters to their unique tastes and needs.

7. Longevity:
- This campaign has been historically associated with Sears for many years, indicating its enduring impact on the brand's identity and messaging.

8. Nostalgia:
- For many consumers, "Come See the Softer Side of Sears" did evoke feelings of nostalgia, reminding them of the era when the campaign was prevalent.

In summary, "Come See the Softer Side of Sears," launched in 1993, represents a pivotal moment in the brand's history, marking a shift towards a more customer-centric and lifestyle-focused image. It conveys an emotional connection with customers, emphasizing Sears as a place where they can find a diverse range of products to enhance their lives. This campaign remains a significant part of Sears' brand heritage and messaging.