Coleman Adds Kmart Hispanic

Don Coleman Advertising has added Kmart’s Hispanic business to its African American target duties for the retailer, and broke a campaign with spots aimed at both audiences.

The Southfield, Mich., agency has also broken its first work for American Airlines, an account it won about a year ago.

Kmart’s $5 million Hispanic account was previously at Castor Advertising in New York before moving to Coleman without a review. Coleman has handled Kmart’s African American business since 1997.

The consolidation of minority advertising at Coleman is intended to provide more continuity in the retailer’s target advertising, said Manny Fields, senior vice president and group account director at the agency.

New spots aimed at African Americans break this week and use the jingle “Everybody needs a little Blue Light in their life.”

The shop’s Hispanic spot features a similar jingle, but the theme is reworded as “Blue Light brings something special to Kmart,” since the Hispanic market isn’t as familiar with the retailer’s Blue Light, resurrected in ads from lead agency TBWA\Chiat\Day earlier this year.

The American Airlines campaign includes two 30-second spots, print and promotional events. The first spot has broken and a second breaks this week.

The spots highlight American’s “product distinction” of offering more room to coach passengers, Fields said. The campaign seeks to contemporize the airline’s image and “show it’s not just for white businessmen,” he said.