Wal-Mart Launches New Marketing Slogan

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Wal-Mart is out with a new marketing tagline, which focuses on cost savings and includes new TV spots and an interactive Web site.

The new slogan, “ Save Money. Live Better,” the first in nearly 20 years, replaces Wal-Mart’s “Always Low Prices” tagline. The campaign builds off an economic study by Global Insight that claims Wal-Mart’s price cuts saved U.S. shoppers $2,500 per household in 2006, or $957 per person.

The retailer also launched an interactive Web site, SaveMoneyLiveBetter.com that lets visitors post testimonials about their own savings at the store. The site also shows a constantly changing amount of money people have saved so far this year by shopping at Wal-Mart. As of yesterday, that totaled more than $200 billion.

In addition, people can watch testimonials from others on why they shop at the store or watch the latest TV spots, which show how saving money on little things add up and help families live better. Each ad drives people to the Web site. The Martin Agency handles the 30-second spots.

The retailer is tracking exactly how much people are saving. It installed a “savings ticker” outside of its Bentonville, AR, headquarters to show the savings.

MediaVest, Global Hue, The I.W. Group and Lopez Negrete also contributed the advertising campaign.

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