WHAT:
Country/pop music sensation Shania Twain will appear in a new Kmart/Gitano joint television commercial touting a special offer on Gitano missy jeans breaking nationally Sunday, Aug. 2.
The :30 commercial features Gitano jeans and a special sales offer against the backdrop of Twain's recent St. Louis concert performance and lyrics from her soon-to-be-released single "Man! I Feel Like A Woman!" The ad was created by Kmart agency Campbell Mithun Esty.
WHEN:
The new commercial will air on an aggressive, week-long schedule of network and cable television programs such as "The Practice", "Law & Order", "20/20" and "Country Fest." In addition, Kmart will showcase Twain's new "Come On Over" compact disc in its Sunday newspaper ad supplements through August, feature the artist on in-store signage, and give away a free Twain concert tour poster with every Gitano jeans sale.
WHY:
The Kmart/Twain/Gitano marriage connects high-profile partners in a well-timed effort to capture consumer awareness for Kmart's Gitano jeans offering during this back-to-school season. Kmart is the exclusive national retailer of Gitano's missy jeans, a line designed to appeal to women ages 18-34. Gitano is the presenting sponsor for Twain's premiere concert tour, now underway in major cities across the U.S.
WHO:
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's jeans offerings is available on the World Wide Web at www.kmart.com.
