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Walmart Smiley Logo Reanimated

June 1, 2016: 12:00 AM EST
Walmart Chief Operating Officer Judith McKenna says the company recently dusted off its Smiley (face) logo, first introduced back in 1990 but on the shelf over the last decade, to reconfirm the connection between customer happiness and low prices. Company research found that nearly 70 percent of Walmart customers still associate Smiley with savings, even after 10 years. “Back in the day, Smiley was the face of rollbacks,” McKenna says. “Today, he represents all low prices.” Walmart for several years was embroiled in a trademark lawsuit over the image, but it says it definitely owns the logo free and clear.
Emily Schmid, "Why the (Smiley) Face? A Chat with Walmart’s COO", Blog, Walmart, June 01, 2016, © Wal-Mart Stores, Inc.
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