Dive Summary:

• Walmart has launched a new ad campaign this week addressing the company’s image in an effort to improve the company’s "tarnished" image, according to reports.
• The campaign will market the brand as “An American Success Story” in an effort to attract a more middle class consumer.
• “We wanted to talk directly to the public and tell them the whole story,” said Bill Simon, head of Walmart U.S. division.

From the article:

Facing criticism over bribery allegations, worker protests, women’s pay discrimination, and poor conditions in foreign factories, including one in Bangladesh in which 100 women died in fire last year, Wal-Mart has serious image problems.