KMART Introduces ‘Cosas para bebes’ For New Latina Moms.

Kmart Corporation announced that it will distribute more than 45,000 “Cosas para Bebe” kits to expectant and new Latina moms. The kits are part of a Kmart pilot program focused on helping moms have healthy babies, and contain insightful health information from the March of Dimes along with a wide range of money-saving offers on brand-name products available at Kmart. The kits which are available in Spanish and English will be distributed, while supplies last, at 160 Kmart stores in eleven Hispanic markets beginning Sunday, October 27.

Following the launch of the Kmart’s Spanish weekly advertising circular and its publication La Vida, a lifestyle and entertainment magazine, the “Cosas para Bebe” program is another component of Kmart’s ongoing marketing strategy to reach out to a more diverse customer base, while continuing its emphasis on moms and their families. The kits will be highlighted through in-store signage which will call out “Wee Stuff that’s FREE Stuff!” directing customers to the service desk or the pharmacy counter of participating stores to register for their FREE baby kit.

“Kmart cares about our customers’ well-being and the health of their families. This program, `Cosas para Bebe,’ provides Kmart with the opportunity to share very relevant and important health information from March of Dimes with new and expectant moms. If it is successful, we will look at taking it to other markets,” stated Barbara Firment, senior vice president of Advertising Sales and In-Store Presentation, Kmart Corporation.

The “Cosas para Bebe” kit will make mom’s shopping trip even more rewarding, with great coupon values from top brands, such as Gerber, Kimberly Clark, Mead Johnson, Ross Products, Disney’s Buena Vista and more. Along with the kit, mom’s will receive a book sponsored by Huggies entitled, “Caring for Your Baby & Young Child, Birth to Age 5,” which will be available in English and Spanish while supplies last. To receive a Cosas para Bebe kit, customers need to complete a brief customer information card.

“Kmart is performing a wonderful service to the community by helping us extend our information and services to more mothers and families,” said March of Dimes Chief Operating Officer Jane Massey. “As a national retail sponsor for the annual March of Dimes WalkAmerica, Kmart Corporation has been the top national WalkAmerica team for the past 17 years.”