Marketing Icons Get a Makeover

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Breathing new life into an old marketing symbol has often helped weakened companies boost sales — a trend that appliance maker Maytag and retailer Kmart are hoping can happen again.


Both companies have recently launched advertising campaigns that feature well-known consumer icons with a new twist.


Maytag chose a new person to portray its revered “Maytag Repairman” who traditionally had nothing to do because the appliances were so reliable. And Kmart, a division of Sears Holdings Corp., created a character called Mr. Bluelight, a talking blue bulb that hearkens back to the Blue Light Specials once featured in its stores, to tout products in its ads.


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