Kohl’s Integrated Media Effort.

Casanova Pendrill announced the launch of its first original integrated brand and event media campaign for client Kohl’s department stores. The campaign consists of :30 brand TV, :30 weekly event TV, :60 radio, direct mail, and consumer promotions.

The :30 brand TV spot, which will air in the Los Angeles market, celebrates the Hispanic woman with exciting new fashions for the Spring season from Kohl’s exclusive brands including Daisy Fuentes and apt. 9™, as well as name brands like Nine and Company®. and Axcess. The spot focuses on a woman as her wardrobe transforms into different fashions as her environment changes, conveying the message that Kohl’s fits into her everyday lifestyle. This is reinforced by the tagline “Encuentra más de lo que esperas” or “Find more than you expected”.

The original event TV spots are a series of humorous vignettes titled “Consejos con Karen” (“Tips with Karen”), featuring an “advice” woman on the set of her TV show giving her viewers tongue-in-cheek advice, and always including an invitation to go to Kohl’s for the sales events. Ken Muench, Creative Director at the agency said, “These sale spots aren’t your typical sale spots, which is good for Kohl’s, which isn’t your typical retailer. The trick is making this ‘edge’ feel Hispanic. And I think we’ve accomplished it here.”

The campaign was born out of a need to communicate a rewarding shopping experience in a way the Hispanic consumer could identify with. “After conducting extensive research into this consumer, we are very excited about the opportunity to expand our Hispanic program into a multi-media campaign with original creative efforts designed to fulfill the customers’ needs” said Dan Nance, President of Casanova Pendrill.

The branding and event TV and radio campaigns are launching in Los Angeles this week and will continue to run throughout the Spring and Summer time period.