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Kmart says hola to Hispanic marketing


HOFFMAN ESTATES, Ill. — Sears Holdings continues its efforts to reach more Hispanic consumers with the announcement that its Kmart brand has launched a Spanish-language miniseries on YouTube.

The eight-part miniseries, titled "Madres y Comadres," will feature two Hispanic mothers and the unique challenges they face raising a family in America while also remaining true to their Hispanic identity. The webisodes, which are styled to resemble a mock 'telenovela,' can be viewed at, the company reported.

"Kmart is a heritage brand with a rich history in America. We're passionate about the diversity of our customer base and excited about the opportunity to speak directly with our Hispanic customers while celebrating their culture and traditions," said Mark Snyder, chief marketing officer, Kmart. "The first episode of Madres y Comadres launched this month just in time for back to school and aligns with the recently launched Latina Smart Facebook page, allowing Kmart to develop a deeper relationship with Hispanic women who are both tech savvy, yet underserved from a content perspective."

Sears Holdings' outreach to the Hispanic community also includes a Facebook page and Twitter handle @SearsLatino.

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