Retailer drops 'Always low prices' slogan

Wal-Mart has changed its slogan of 19 years to focus on the good things in life that lower prices can bring.

The retailer has dropped its “Always low prices” strapline in favour of “Save money. Live better” and launched the new slogan in TV ads, on bags and on consumer’s receipts yesterday.

Wal-Mart chief marketing officer Stephen Quinn said: “The savings American families realise at Wal-Mart bring the good things in life a good deal closer. The advertising tells the same story we’ve told since day one: how we’re working hard to save people money so that they can live better.”

The US retailer, which is the largest in the world, has faced criticism for creating poor staff conditions in its drive to keep prices low. In response, it improved its healthcare programmes last year.