Automakers are making a concerted effort to appeal to families looking for a new vehicle that will suit their needs. Chrysler is redubbing the “soccer mom” the “supermom,” and the 2014 Honda Odyssey will come with a convenient built-in car vacuum for cleaning up stray Cheerios and animal crackers. Kia is the latest to reach out to parents, particularly moms, with a new online-only series featuring The Game and Sister, Sister star Tia Mowry.
“POPSUGAR Circle of Moms, Everyday Answers” will be available weekly on POPSUGAR.com with eight total episodes. Each episode will feature Mowry and other moms taking care of everyday errands and other family tasks using the 2014 Kia Sorento CUV. They will also share personal parenting stories and offer tips and advice to new and veteran parents alike.
Kia has already announced that the show will showcase the Sorento’s “family-friendly” features including fold-down third row seating, its Blind Spot Detection System, and more. Michael Sprague, executive vice-president of marketing and communications at KMA, spoke enthusiastically about the partnership, saying, “By partnering with POPSUGAR Circle of Moms, people will be able to see how the Sorento works in real-world scenarios for all types of everyday family activities.”
Annette Gallo, Vice President of Integrated Marketing at POPSUGAR Inc, was similarly excited, saying POPSUGAR was “thrilled” about the partnership. In a joint press release with Kia, Gallo stated, “We continue to push the boundaries of campaign creativity…and this campaign is another great example of that mission.”
“POPSUGAR Circle of Moms, Everyday Answers” is available weekly at POPSUGAR.com.
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