Wal-Mart Stores Inc. started a new marketing campaign focusing on low prices as a key to growth after disappointing results from last year's push into trendier clothes and merchandise.
Wal-Mart said its new advertising will stress how much U.S. consumers can save by shopping at the world's largest retailer.
The Bentonville, Arkansas-based chain said its new tag line to be featured in its ads will be "Save Money. Live Better."
"The new advertising tells the same story we've told since day one, how we're working hard to save people money so they can live better," Stephen Quinn, Wal-Mart's chief marketing officer, said in a company statement.
Wal-Mart said last year it would refocus on what it calls price leadership after a weak 2006 holiday sales season that followed poor results from its Metro 7 women's line of trendier clothing and other efforts to sell more upscale products.
Wal-Mart's August sales at stores open at least a year, a retail industry benchmark, rose a stronger-than-expected 3.1 percent after the chain cut prices on around 16,000 back-to-school items.
Shares of Wal-Mart Inc. fell 13 cents to $42.81 Wednesday.