Wal-Mart's Smile Goes Down in Flames
Wal-Mart put their agencies, Bernstein-Rein and GSD&M under review, because they want to promote a new image. No longer are they just promoting low prices. Now, they want to be known for the quality of their products. This means that "Captain Smiley," as I'll call him, won't be swashbuckling his way into your hearts and rolling back prices any more.
So if Wal-Mart is phasing out "Captain Smiley," why are they fighting a legal battle to preserve him? They are suing some guy in France who claims to have the trademark for the smiley face. Seems like a waste of money to protect an advertising icon that is going the way of Mr. Whipple and the "time to make the donuts" guy.