Fans of Kia’s team of hip hamsters will be happy to learn that they’ll be returning in their fourth iteration as Kia seeks to keep their campaign going with their Soul. This comes after the announcement that Kia will be unveiling a new Soul next year.
According to AutomotiveNews, Reuters spoke with Kia’s executive vice-president of marketing and communications, Michael Sprague, who was noted for touting the success of the Soul and its associated marketing campaign.
Sprague was also noted for saying that he wants to continue making the hamsters into icons for Kia, citing that the whole idea was to market the Soul to its target demographic of “Gen Y or millennial.” He also said that Kia didn’t exactly intend to become “known as the hamster brand,” but it has and its success is indubitable as the campaign has helped the Soul become Kia’s second best selling model in the United States.
- By: Chris Chin
Source: AutomotiveNews (subscription req’d)