This week Kmart launched two new campaigns: Kitchen wares with Gordon Ramsay, and a women’s line with Sofia Vergara. Two very different brands with two very different audiences – both lines a good move for Kmart, but not necessarily the talent. Today we’ll focus the Celebrity Endorsement with Sofia Vergara, “Sophia,” and tomorrow we’ll take a look at Ramsay’s line.
First, who doesn’t love Sofia Vergara? She’s hot, hilarious on Modern Family and (for marketers) she is an appealing connection to the growing, yet somewhat elusive Hispanic market…not that she doesn’t have reach beyond that, because she does.
“Sophia” is not just Kmart’s play for Hispanics; it’s a play for “real women” as the ads come with the tag line “Work What You Got.” And in her latest TV spots, Sophia “works it”, along with a slue of other women of all shapes and size. Sophia shows her curves, and is encouraging women of all body types to do the same. The ad screams, “My line is for every women!” and that’s the real win for Kmart. Sophia Vergara’s brand works well with Kmart because it is inspirational and relatable, but also attainable.