Dive Brief:
- Target has extended its “Sin Traduccion” (“Without Translation”) campaign to include a comprehensive integration with the CW sitcom Jane the Virgin, Racked reports.
- Main character Jane Villanueva is a young hispanic woman who is unexpectedly artificially inseminated, and also happens to enjoy shopping at Target.
- Targeting U.S. Hispanics by displaying untranslatable moments in their lives, Target's "Sin Traduccion" campaign debuted in March with placements during the show.
Dive Insight:
Target—the 28th largest spender on Hispanic media in 2013—is extending its “Sin Traduccion” campaign to include integrations with the hit sitcom Jane the Virgin. Not only does the chain’s bullseye logo appear frequently in episodes, but its main character, Jane Villanueva, is a simple, devout young woman who likes to shop at Target, making it part of her persona, according to Racked.
As Racked points out, such product integrations are becoming commonplace on television. Burger King, Bed Bath & Beyond, and Outback Steakhouse have made appearances in the scripting of popular sitcoms in recent years, often as a character’s quirky obsession. But Target’s placement on Jane the Virgin is more than a mention; it’s a play for the type of customer the company wants to attract.
An editorial process helps ensure that Target’s mentions within the show appear as organically as possible, according to a company spokesperson who spoke with Racked. Now that Jane has given birth to her baby on the show, Target will have the opportunity to pitch its products to young Hispanic mothers by showing Jane shopping for all sorts of baby needs.
