Old Brands, New Faces

With a galaxy of media projects and ad deals, stars like Sofia Vergara are marketing's new mainstream

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Take a look at Sofia Vergara. Go ahead—everybody else is.

The Colombian bombshell is hard to miss these days: striking a pose on newsstands (Cosmopolitan, Shape), selling her fashion line at Kmart stores, hawking Diet Pepsi during the Super Bowl, and keeping us laughing out loud on ABC’s Emmy-winning Modern Family, TV’s top-rated comedy.

Vergara joins stars including Jennifer Lopez, Marc Anthony, Eva Longoria, Eva Mendes and Selena Gomez who constitute the face of the “now” America and to whom brands are turning to reach consumers across diverse and evolving cultural and demographic constituencies.

Vergara in particular is “a role model and a poster child for crossing over from Spanish-language media to mainstream U.S.

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