He cited Walmart’s entertainingly raw “Mother of All Savings Memberships” campaign—featuring comedic actors (and famous moms) Stephanie Beatriz, Janelle James, Jenny Slate and rapper Cardi B sharing motherhood hacks—as the inspiration for this year’s campaign. Cohen was “a natural fit,” Hartman added.
“One of the things that we talk about as a marketing organization is this notion of ‘putting the brand in the culture and the culture in the brand,’ and you can see that reflected in the work that we’ve put out in the past year,” said Hartman.
He told Adweek the Mother’s Day and Mean Girls Black Friday campaigns were notable examples, with the latter being released “at the peak cultural zeitgeist of the film,” which has been adapted into a musical version premiering Jan. 12.
“We’re constantly listening to our customer, seeing what’s top of mind for them and finding ways that we can connect with them in ways that are both authentic to the brand and authentic to the benefits of Walmart+ that also will help us stand out in meaningful ways,” he noted.
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