Wal-Mart Unveils New Slogan in Ad Campaign

BENTONVILLE, Ark. -- Wal-Mart Stores here is unveiling a new tagline, "Save Money. Live Better," as part of a new advertising campaign intended to assure Americans it can still help them save money.

The tagline, the chain's first new one in 20 years, replaces "Always Low Prices, Always." It's also reportedly a tribute to the original business model of Wal-Mart's late founder, Sam Walton.

"From the family vacation, to a daughter's wedding, the savings American families realize at Wal-Mart bring the good things in life a good deal closer," said Stephen Quinn, Wal-Mart's chief marketing officer, in a statement. "The new advertising tells the same story we've told since day one, how we're working hard to save people money so they can live better."

The retailer said it will literally track the amount of savings it's passing on so far this year by installing a "savings ticker" outside of Wal-Mart's home office in Bentonville, Ark., allowing employees and customers to see how much money American families save as a result of Wal-Mart's impact on communities.

Wal-Mart said that Global Insight, a provider of economic and financial analysis, has updated its research on Wal-Mart's national and local impacts in terms of jobs, wages, prices, consumer buying power, and GDP. The conclusion of this update is that the continued reduction in prices due to the presence of Wal-Mart and the growth in consumer expenditures over the 2004 to 2006 period translates directly into savings for consumers amounting to $287 billion in 2006. This corresponds to savings of $957 per person or $2,500 per household.

Wal-Mart claimed that by "continuously rolling back prices on thousands of products," with 20 percent more rollbacks than last year, it is helping millions of Americans manage high gas prices and rising interest rates. The retailer also cited its $4 prescription drug plan and money centers as money-saving initiatives that help customers.

Its new advertising campaign calls on the entire Wal-Mart agency portfolio, including The Martin Agency, MediaVest, Global Hue, The I.W. Group, and Lopez Negrete.
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