KMART KICKS OFF MULTICULTURAL CAMPAIGN

'Stuff of Life' Becomes 'Cosas para la Vida'

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DETROIT (AdAge.com) -- Beleagured retailer Kmart Corp. is using its latest ad theme to target multicultural audiences.

The Troy, Mich.-based retailer, which operating under Chapter bankruptcy proceedings, extended its "Stuff of life" theme today with an African-American radio campaign. A 30-second radio commercial broke today on Tom Joyner's nationally syndicated program, in addition to a 60-second spot version.

The executions,

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from GlobalHue's Don Coleman Advertising, Southfield, Mich., use the music of Chaka Khan and Bebe Winans. Interpublic Group of Cos. owns 49% of GlobalHue.

A national Hispanic TV effort is set to arrive April 7 on Univision. The two spots, from Don Coleman sibling Montemayor y Asociados, features music from Joe Feliciano and Jive Five. "Cosas para la vida" is the translated Spanish tag of the general market theme from Omnicom Group's TBWA/Chiat/Day, New York.

The media flight is four weeks.

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