Walmart has long attempted to portray itself as a family-friendly company, selling “clean” versions of music albums and closing down adult divisions of acquired companies, among other things. Now the world’s largest retailer has launched a new marketing, in-store and digital initiative called “Family Moments “. According to a Walmart press release, the new campaign is “designed to provide more entertainment options for the entire family”.
A focal point of the new campaign is the debut of a new feature-length TV movie, co-financed by Procter and Gamble, the purveyor of Pringles, Pampers and Pantene. Walmart calls the film a “direct response to research which reveals that parents across America are seeking more family-oriented entertainment for the whole family to enjoy together”. The film, entitled Secrets of The Mountain, is a drama/adventure that will air on NBC this Friday, April 16.
Here is the trailer for the film:
What do you think, Insiders? Will Walmart’s latest bid to promote its family-friendliness pay off, both financially and in customer goodwill? How altruistic do you think the motives are behind this move from such a major, competitive company? Or should we put aside debate over financial motivation and just be grateful there’s a little more family entertainment in the world?