If you haven’t seen this Kmart commercial, you need to watch it! Kmart uses humor and holiday spirt to show off Joe Boxer brand of men’s underwear. This commercial has gotten a lot of attention not only from consumers, but other retail competitors as well. JC Penney decided to respond via Twitter to this viral video by tweeting this.
Kmart and JC Penney had quite a few lighthearted exchanges on Twitter after the initial tweet was posted. This shows that competitors can actually feed off the publicity that one brand is receiving. It is also nice to see that competitors can share a friendly exchange while giving each other a hard time on social media sites.