So Long Mr. Smiley!

The Wall Street Journal via the Arizona Republic reports:

Pity poor Smiley.

For 11 years the star of Wal-Mart Stores Inc.’s “always low prices” advertising, the frenetic, yellow, grinning face is only a bit player in much of the retailer’s current campaign touting stylish “lifestyle” themes.

Upstaging him aren’t the giddy Wal-Mart customers and employees with whom he shared camera time in the past. Instead, Wal-Mart’s ads are using actors and celebrities to make low-key pitches such as “Save more, smile more” or “I came in for eye drops and discovered something eye opening.”

In a sweeping overhaul of its mass advertising in the past year, Wal-Mart and its two ad agencies, Bernstein-Rein Advertising Inc. of Kansas City, Mo., and Omnicom’s GSD&M, based in Austin, Texas, set out to entice well-heeled customers to shop for more than just basic goods like cleaning supplies, sweat socks and boxer shorts. The retailer, based in Bentonville, Ark., is aiming to spur more sales of high-margin general merchandise - such as trendy apparel and housewares - in a bid to boost its sluggish growth in same-store sales, or sales at stores open for more than a year.

One way to do that, as reflected in Wal-Mart’s new ad strategy, is to appeal to shoppers’ interest in an intriguing yet calm shopping environment rather than sending Smiley careening across their television screens.

Smiley “was a character that we dressed up, and we have tried to move from that to an emotion, a feeling,” said John Fleming, Wal-Mart’s chief marketing officer. “We’ll see how it goes and evaluate it.”

Mr. Smiley has made all sorts of appearances in the last few years:

Smiley’s demotion has been undertaken with little fanfare, but it is a big deal nonetheless. Wal-Mart employees have grown accustomed to the character, which Wal-Mart reintroduced each year with different themes: Zorro Smiley, Cowboy Smiley, even Ms. Smiley. Yet he had become a bit of a distraction because of his popularity with another group: Wal-Mart’s critics. Among recent unauthorized parodies of Smiley, a marketing poster for an anti-Wal-Mart documentary last year featured a rampaging Smiley in a business suit.

While Fleming and others insist that Smiley might eventually regain a prominent role in the retailer’s advertising and that he retains a strong presence in its print ads and store signs, some marketing experts speculate that the time has come for the icon to hang up his blue vest. “In my judgment, it has run its course,” said Rajiv Lal, a professor of retailing at Harvard Business School.

The Wal-Mart Watch blog will miss Mr. Smiley, and hopes he enjoys his retirement.

Posted by Russ Fagaly on Tuesday, April 18, 2006

COMMENTS

Smiley was just too darned easy a target for parody.  He will be missed.  In fact, we should keep him on life support just a little while longer, for our own purposes.

Bruce Dixon in Marietta GA
Tuesday, April 18 at 05:12 PM

What a stupid looking ‘happy face’. The only thing that is worse is the Wal-Mart blue bibs that it forces its employees to wear. They are so childish looking. Lee Scott should be forced to wear one.

JM in USA
Tuesday, April 18 at 05:33 PM

Wal-Mart’s new mass advertising and marketing strategy just goes to show-- you can put a tuxedo on an elephant, but it’s still an elephant.

ScrewedbyWal-Mart in Anytown, USA
Tuesday, April 18 at 07:44 PM

Well said Screwed.
Your wisdom is thought provoking.

JM in USA
Wednesday, April 19 at 05:01 AM

Hey JM and all:

Here’s something else that is “thought provoking.” It looks as though “Mr. Smiley” at Wal-Mart isn’t the only thing that’s going “the way of the dinosaurs.” It looks as though we can kiss low gas and energy prices goodbye forever.  Hopefully in two more years, The Republican Regime in Washington will be a thing of the past as well.

However, I don’t necessarily hope its the “Demonrats” that bring about this needed change .  But I digress…

Have you read today’s New York Times yet? This is EXACTLY what I’ve been talking about for at least 6 months. Start connecting the dots in the so-called “global economy” that people like Wondersnevercease, S in USA, real in e.g, Sooner JJ in OKC and others espouse and defend.  I don’t think $3.00 a gallon for gas is anything to get excited about, in fact, it’s a bargain! Europe has had much higher gas prices for a long time.  So hang onto your wallets...keep shopping at Wal-Mart!  With all that money you save, you’ll have plenty left over for $5.00/gal. gas.

Today’s New York Times:

China’s Oil Needs Are High on U.S. Agenda
By DAVID E. SANGER
Published: April 19, 2006
WASHINGTON, April 18 — The competition for access to oil is emerging high on the agenda for President Hu Jintao’s visit to the White House this week. President Bush has called China’s growing demand for oil one reason for rising prices, and has warned Beijing against trying to “lock up” global supplies.

China’s appetite for oil also affects its stance on Iran, where a growing confrontation with the United States over nuclear programs has already unsettled oil markets.

Let’s hear it once more how Wal-Mart’s lead to China is GOOD for the American consumers.  Connect the dots folks!  Connect the dots!  King George Bush won’t be happy until he starts World War III. Now that will be a legacy he can be proud of huh?

ScrewedbyWal-Mart in Anytown, USA
Wednesday, April 19 at 09:51 AM

While I was at the gorcery store the other day, I saw a Wedding Card with a couple whose faces were blocked out with SMILEY FACES. As I read the inside of the card it said..."Congratulations!!  Your wedding present was bought at Wal*Mart!”

I am telling the truth here!

Kathy in Minnesota
Wednesday, April 19 at 10:15 AM

Interesting Screwed. We are in trouble!

Thanks for shopping at Wal-Mart.

Bargains are costly.  [German proverb]

JM in USA
Wednesday, April 19 at 10:19 AM

The smiley face was probably patterned after some associate that has to dope up on prescription drugs to make it through the day.  If you could see closely into it’s eyes they would probably be vacant, dialated and bloodshot.

Yeah, well, Screwed by, you’re dealing with an (unelected) administration that includes members who felt in the 80’s that a nuclear war with the Soviet Union was “winnable” (notably, Dick Cheney), and that breaks U.S. and international laws with impunity and feels that they can do anything they feel like doing - including the curtailment of civil liberties and democratic control and transparency in government.  All conveniently justified by the fictional “war on terra”.  So, I would expect anything from these lunatic crypto-fascists.  But, I digress.  I don’t want to start some huge tangent where we somehow end up discussing something that is one hundred subjects away from the original subject (which I probably inevitably just did).

Generic Wal-Mart Wageslave in Michigan
Wednesday, April 19 at 10:33 AM

It is a shame to see Smiley go. However, we need to have a new icon for our shopping. I think Larry the Cable guy would be good. Better still would be anyone living in a double-wide who still has some teeth.

Gupta1 in Pennsylvania
Wednesday, April 19 at 10:36 AM

I think the new mascot for WM should be GOOFY!!  But then they would have to pay Disney a bunch of moola for the copyrights!!

Talk about not having enough teeth???

Kathy in Minnesota
Wednesday, April 19 at 10:43 AM

I can’t believe that you people can’t come up with anything better to complain about than the smiley face. You say you stand for the people… “ double-wide who still has some teeth”. Nice! You talk a nice talk with no real education behind it. Some day you’ll wake up and realise that you’ve told yourself so many lies that you don’t know them from the truth… oops, that was yesterday.

Smiley The Protector in Nova Scotia, Canada
Wednesday, April 19 at 11:37 AM

I LOVE all your suggestions for a new Wal-Mart mascot!

Maybe Wal-Mart could get Jim Carrey to do a reprise of his Ace Ventura Pet Detective character.  Remember the part where he’d bend over and “talk” out of his rear end?

As Wal-Mart’s new spokesperson, Carrey could look seriously into the camera in a commercial for Wal-Mart, bend over, and say: “Do you mind if I ASS-k you a question?” He could then ask the American Ronald Reagan’s famous 1980 election question: “Are you better off today than you were four years ago?”

ScrewedbyWal-Mart in Anytown, USA
Wednesday, April 19 at 12:34 PM

I’m glad that stupid yellow face is gone. It is so childish.
Walmart comercials are so lame. Today I had to watch this dumb ass commercial trying to make a cultural connection between Walmart and Newfoundland (a Canadian Province).
Walmart please don’t insult our intelligence. You don’t represent the values of any Canadian. The United States is a great country and I don’t feel you represent their values either.

Alex in Ontario, Canada
Wednesday, April 19 at 09:51 PM

You HAD to watch a commercial? Did your spouse hide the remote control between the couch pillows? Are we supposed to buy this post? Come to think of it, I haven’t see live TV in a long time. Use a DVR and you can fast forward through these silly WM commercials.

Sooner JJ in OKC
Thursday, April 20 at 01:34 PM

Not Larry the Cable Guy. Did you know he was a C-Section baby? Born in Section C of a Willie Nelson concert. Just ax ‘em.

Sooner JJ in OKC
Thursday, April 20 at 01:35 PM

You think watching smiley on TV is bad? In our WM store’s back room the mngm’t has smiley pix all over the place. There are Safety, Cashier, Stocker, etc Smileys, each with a specific message to keep us focused on WM’s corporate expectations.

WMworker in
Friday, April 21 at 10:08 AM

WMworker: It could be worse!

Imagine what the “associates” at Home Depot have to contend with everyday in their “back room.”

In break rooms, the company pipes in HD-TV, short for Home Depot television. But employees have mocked it as “Bobaganda,” referring to CEO Bob Nardelli, for its constant drone of tips, warnings, and executive messages.

ScrewedbyWal-Mart in Anytown, USA
Friday, April 21 at 12:10 PM

If they ever come out with ‘smiley’ bathroom tissue, I will be glad to buy that product.
That’s what I think of ‘smiley’.

JM in USA
Friday, April 21 at 03:55 PM

Screwed-

Do you remember a while back when you and Wonders got into an argument about Smiley? We were in agreement that discussing Wal-Mart’s happy little friend was hardly worthy of this blog. So, why would WMW start a thread lending itself so naturally to such inane chatter?

S(crewedbyWal-MartWatch) in USA
Saturday, April 22 at 12:23 AM

Because they want so desperately to be sued by Wal-mart for potential copyright infringement ;-)

Wondersnevercease in
Saturday, April 22 at 03:18 AM

Someone should sue Wal-Mart for making people wear those blue bibs like little children. The happy face was another childish touch.

JM in USA
Saturday, April 22 at 06:41 PM

There are a whole lot more things to worry about than the smiley face.  Wal-mart provides jobs in areas that are economically challenged and allow people to live.  I have been doing quite well and have no complaints, and have had none in my 4 years with the company, of course with the exception of all you people who talk negatively.

Gladtohaveajobat walmart! in Omak, WA
Sunday, April 23 at 05:03 PM

Hey Glad
With your job are you living above, on or below the poverty line?
Just wondering because many of your WM supporter friends say front line workers (everyone but management) should not have a living wage.
By the way, are you going to “make something of yourself”?
Your friends also feel that all WM workers are loser unless they become management.

JM in USA
Sunday, April 23 at 06:07 PM

Instead of doing just one-quarter of all my shopping at Wal-Mart, I will be doing ALL of my shopping at this great store.

Frank Falvo in Seattle, WA
Sunday, April 23 at 11:29 PM

If Wal-Mart is such a “great store,” why have you been depriving yourself all this time, and limiting your shopping there to just 25%

Frank---you’re new here, so maybe you should look up the meaning of the word Troll as it applies to the world of blogging.  That’s what you are.

ScrewedbyWal-Mart in Anytown, USA
Monday, April 24 at 06:45 AM

Hey, Gladtohaveajobat Walmart:

“Wal-mart provides jobs in areas that are economically challenged and allow people to live.”

Didn’t you mean to say, Wal-Mart provides economically challenged jobs in areas that people live?

ScrewedbyWal-Mart in Anytown, USA
Monday, April 24 at 06:50 AM

Good on ScrewedbyWal-Mart.

Frank...I am buying nothing at Wal-Mart to offset your 100%.
Just thought that you would like to know that.

JM in USA
Tuesday, April 25 at 08:58 AM

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