Automaker Kia seeks buzz with clothing brand

06/14/2010 | Variety (subscription required)

The new campaign for Kia's small SUV Soul features a song from 1990s hip-hop band the Black Sheep and reprises a theme from a previous campaign featuring a crew of rapping hamsters. The automaker is leveraging the youth appeal of the campaign with a new clothing line that spotlights the hamster characters' urban wear and even the fuzzy dice in their Kia Soul.

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