A modern twist on entertainment
Walmart has a history of leaning on entertainment and nostalgia in its holiday campaigns.
Last year, it ran a 10-part series spoofing genres like soap operas, period dramas, and action. In 2023, it reunited the cast of Mean Girls, while a 2022 spot featured stars from Office Space.
“We’re leaning into IP that people know and doing it with a fun, modern take,” White said.
This year’s holiday effort is bigger, however, because it uses the same concept across Walmart’s seasonal marketing. Previous ads, like the Mean Girls revival, were part of broader campaigns with different executions, White said.
“Keeping a central idea throughout the season was important,” he added. “We know it drives interest, relatability, and cultural conversation.”
Walmart’s holiday campaign launches on the same day as Target’s in a crucial period for retailers. However, Walmart’s business has recently outpaced its rival; while Target’s shares have fallen by 65% since their peak in late 2021, Walmart shares have risen about 123% in the past five years. Target is expected to lay off 8% of its corporate staff this week.
Walmart’s Q2 revenue rose 4.8% to $177.4 billion, with global ecommerce up 25%.
