October 13, 1999

Susan Marie Dennis
Media Relations Specialist
(248) 643-2704
sdennis1@kmart.com

BIG KMART DEBUTS NEW COMMERCIALS FEATURING POPULAR LATINO CELEBRITIES
Pepe Locuaz, Giselle Blondet, and Andrea Lagunes salute Big Kmart

TROY, Mich. Ė Kmart Corporation today announced that puppet Pepe Locuaz, co-host of Univisionís game show "El Blablazo", Giselle Blondet, and Andrea Lagunes will be spotlighted in two upcoming Big Kmart television commercials targeting Hispanic moms. The first 30-second commercial in a two-part series began airing the week of October 3. A 60-second commercial will begin airing the week of October 17.

Giselle Blondet, co-host of "Despierta America", Univisionís lively early morning entertainment program, and 6-year-old actress Andrea Lagunes join Pepe Locuaz in a salute to Latino prosperity. In the commercial, Pepe investigates the phenomena that is happening and finds the arrival of Kmartís new Big Kmart, changing Latino lives for the better. Throughout each commercial, Pepe proclaims "Satelite" to announce the new Big Kmart as special appearances of Blondet and Lagunes are interspersed with long-time Kmart celebrities Jaclyn Smith, Martha Stewart and Kathy Ireland.

"These commercials sum up the value of shopping at the new Big Kmart for busy Hispanic moms, " said Debbie Musselman, director of multicultural advertising and marketing. "As families become even busier, they look to our stores to provide convenience, fun and ways to make their lives easier."

Big Format/Big Choices
The Big Kmart format highlights the three areas most frequented by time-starved shoppers: Consumables, Childrenís Apparel and Home Fashions. Big Kmart provides easy access for parents on the go. Whether itís dressing up the home or dressing up the children, Big Kmart comes through with versatile fashions. Its exclusive private label merchandise offers style, quality and value from Jaclyn Smith and Kathy Ireland to Martha Stewart, Route 66 and Sesame Street. There is something for the entire family.

Better Life
Pepe Locuaz was created in 1990 by Filipo Tirado, of Puerto Rico, a professional master puppeteer. Pepe first appeared on Univision as an announcer during the Soccer World Cup before and after the games in 1998. His features and characteristics are based on real individuals from the broadcast industry (both radio and TV) in Puerto Rico. Pepe is more than a simple puppet, he is a real celebrity among Hispanics and he inspires a sense of pride of Latino culture and its people.

Saving Time and Money
Giselle Blondet is noted for her health and family segment "En Familia" on "Despierta America" and is the mother of three children. Blondet represents Kmartís primary customer. She is representative of the roles many moms play on any given day. While her life would be much easier if she had a double, she recommends shopping at Kmart where moms will find everything they need including prescription medicines at the Pharmacy, saving time and money.

More Styles/More Fun
Child-star Andrea Lagunes, began her career in the Hispanic version of Sesame Street TV, "Plaza Sesamo" and has since starred in telenovelaís "Gotita de Amor: and "Maria Isabel." Lagunes personifies young children everywhere who want to have fun and create their own style using characters and lots of color, like those found in Big Kmartís Sesame Street fall fashions.

Produced by Castor Advertising, "Prosperity" will run on Univision and Telemundo TV Networks in the United States and Puerto Rico through the year 2000.

Castor Advertising, founded in 1968 is based in New York and is the oldest, and one of the most recognized and respected Hispanic advertising agencies in the U.S. In addition to Kmart Corporation, Castor provides advertising and marketing support to Anheuser-Busch, Castrol N.A., GMC/Pontiac Truck Division, and Bacardi.

Kmart Corporation serves America with 2,155 Kmart, Big Kmart and Super Kmart retail outlets. In addition to serving all 50 states, Kmart operations extend to Puerto Rico, Guam and the U.S. Virgin Islands. More information about Kmart is available on the World Wide Web at www.kmart.com.

 


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