P&G UNLEASHES NEW HISPANIC MARKETING EFFORT

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Ethnic Market Development Organization, a Procter & Gamble Co. unit headquartered in San Juan, P.R., is launching a multibrand marketing program titled, "Avanzando con tu familia" [Advancing your family]. Direct mail drops include samples and a free publication being sent out this month to 4.5 million Hispanic homes in Chicago, Miami, New York, Southern California and Texas. The publication, geared to mothers, carries the same name as the marketing program and includes general interest articles and ads touting a selection of P&G brands. The program is supported by in-store promotions and information capsules to be broadcast on Spanish-language radio stations.

Kmart's Hispanic ads follow focus on brands

Kmart Corp.'s brand-specific advertising towards the Hispanic market will include flights for Route 66 and Thom McCann next year. Currently, the retailer is touting its Sesame Street brand with TV and print in People en Espa¤ol. Original TV commercials for its Big K stores are expected to break in October. Castor Advertising, New York, handles Kmart's Hispanic advertising. Separately, Castor opens an office in Miami in October.

'Latina' splits cover for October issue

Latina's first split cover hit the newsstand Sept. 17. Both covers are running nationally. One cover features Benjamin Bratt, formerly a star of "Law and Order;" the other features pop idol Ricky Martin. New advertisers Lady Footlocker, Nike, Sephora and Union Bay Clothing signed on for this issue.

'TV Guide en Espanol' begins distribution

TV Guide en Espa¤ol will be inserted weekly into TV Guide issues distributed in the top 15 Hispanic DMAs beginning Oct. 25. The 16-page insert will have a rate base of 150,000.

Lucky stores names Enlace Communications

Albertson's Lucky Stores chain has named Enlace Communications, Los Angeles, to handle the Hispanic portion of its account. Albertson's acquired Lucky earlier this year. Enlace handles Albertson's Hispanic marketing and Duncan & Associates, Santa Monica, Calif., handles general marketing for both supermarket

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