Wal-Mart revives smiley face image for price marketing

FAYETTEVILLE, Ark. (AP) – Wal-Mart is reviving its yellow smiley image to be the face of its low-price marketing.

The nation’s largest retailer says it’s bringing back the smiley that had been dormant for ten years. It will be used in TV and digital advertising as well as some store signs for now.

Wal-Mart, based in Bentonville, Arkansas, is aiming to reinforce its claim to be a low price leader that’s been chipped away by increased competition.

The discounter initially gave out “Smiley” stickers to store shoppers in 1990. In 1996, the image became the face of what the company calls “rollbacks” – discounts for a set period on key items. But the smiley virtually disappeared in 2006.

Starting next week, it will again be the face of low prices.

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