Kmart targets Hispanic moms with online 'telenovela' series

"Madres y Comadres" discusses challenges faced by Hispanic women in U.S.

HOFFMAN ESTATES, Ill. — A new video series by Kmart seeks to reach out to Hispanic moms.

The mass merchandise chain announced Wednesday the launch of "Madres y Comadres," a series of eight Spanish-language videos on YouTube about two Hispanic mothers who work to remain true to their identity while living in the United States. The series is designed as a mock "telenovela" that uses humor and emotion to tap into the challenges that Hispanic women and their families face.

"Kmart is a heritage brand with a rich history in America," Kmart chief marketing officer Mark Snyder said. "We're passionate about the diversity of our customer base and excited about the opportunity to speak directly with our Hispanic customers while celebrating their culture and traditions. The first episode of 'Madres y Comadres' launched this month, just in time for back-to-school, and aligns with the recently launched Latina Smart Facebook page, allowing Kmart to develop a deeper relationship with Hispanic women who are both tech savvy, yet underserved from a content perspective."

The launch of the series comes soon after the launch by parent company Sears Holdings of SearsLatino, a social networking initiative that includes pages on Facebook and Twitter and targets customers in the United States as well as in Latin America.

The YouTube page for "Madres y Comadres" is available at

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