Archive for the ‘Consumer Marketing’ Category
I’m a mother one-year old and a three-year old. Snacks are fuel and often live-savers when they get tired, hungry and whiney. The go to snack of preference for many American kids are “Gold Fish.” (We mix baggies of “fish” and fresh apple slices.)
Pepperidge Farms, the makers of the “Fish” have a smart campaign out called “Fishfull Thinking.” It’s a site that gives tips to parents about how to raise a positive child.
Elements include:
1. Skill Quiz
2. Book Club
3. Guides to keeping kids active and optimistic
4. A parent survey
5. Q+A with experts
6. and more…
This is a wise campaign for the company. It allows parents (moms in particular) to see their brand as supportive to their parenting and not just a consumer transaction.
Moms will be loyal if you give her practical tips for doing…
Last night I walked past the windows of the GAP. Each window was marked as a different decade dating back to the1890s and labeled with a tag for a group of women from that decade and their look – think: Flapper, Gibson Girl, etc. Along with these windows and tags, signs indicated this campaign was attached to the Metropolitan Museum of Art.
Indeed, the GAP joins Conde Nast to sponsor the current exhibit at the Met, “American Woman: Fashioning a National Identity.” The exhibit draws from the Brooklyn Museum collection of costumes and fashion. “The exhibition reveals how the American woman initiated style revolutions that mirrored her social, political, and sexual emancipation” through an extensive display of costumes and clothes.
Corporations sponsoring art that has something to do with their product? Not so innovative, you say. What about then running an online auction of unique…
Consumption filtered by Camera-Phones
Case Study: Control, Consumer Marketing, Cultivate, Moms, Uncategorized
Women seek an in-depth understanding of what they choose – whether it’s when they buy a product or take a bite of a pie. How do they know what they are getting?
Two non-profits organizations are making detailed info available at the snap of a camera-phone. Consumers simply take an iPhone to the grocery store with the GoodGuide app or the (soon to launch) Citizen’s Market app, and scan item barcodes. From home they can search deep databases online. Profiles for the product and company pop up with ratings and descriptions for them. On Citizens Market, consumers can upload reviews, and companies can join the conversation, too.
GoodGuide helps consumers “find safe, healthy, and green products” with a rating system that accounts for ingredients, production, and the behavior of the company that makes or harvests the products. They use a combination of science, widely sourced…
Have you seen the new commercial for Kotex?
Or maybe you read about the edgy ad campaign in the New York Times. The ads feature the same, vivacious, youthful, put-together women you’d see in any typical tampon commercial.
But what comes out of their mouths is something completely different: a parody-slash- meta-critique of conventional tampon ads where jogging on the beach and the confident wearing of white pants stand in for the monthly condition that dares-not-speak-its-name.
Call it “truth” for tampons.
Truth, of course, is the powerful anti-tobacco campaign that takes aim at Big Tobacco’s dastardly marketing tactics to discourage young people from lighting up. Kotex is taking a similar nudge-nudge approach. Except this time it’s young women (demo target: 14 to 21) who are in on the joke.
I like it. Also cool: Kotex is donating proceeds to Girls for a Change, a group that mentors…
The old soda wars used to involve the “man on the street” blind taste test ads. Today, Pepsi is seizing the social media moment and engaging the public to do good. Since women make 80% of the consumer decisions, are the majority of socially responsible consumers and lead the use of social media it seems that Pepsi is targeting the woman consumer.
Their new campaign “be sociable, have a Pepsi” speaks right to the heart of what women want – a company:
1. with a social conscious that does good;
2. that taps people’s collective creativity; and
3. that connects people to each other.
You can see the campaign at: refresheverything.com.
Stuart Elliot, in today’s New York Times, covers the Pepsi push: ”Pepsi-Cola is formally introducing on Monday an ambitious campaign named the Pepsi Refresh Project, aimed at doing well by doing good. The brand…
Draftfcb’s Gigi Carroll released her nine tips for marketing to women in the recession:
1. “Authentic value” is the new price of entry. Only what is good, trusted and worthy will win the race in the minds of today’s women. And those who adapt first, will lead the pack.
2. Little luxuries are always and still appreciated – be it a candle, fabric softener, new shampoo, perfume or chocolate. These little luxuries are more important than ever because they make women feel special, happy, complete and optimistic.
3. Big luxuries are still sought, but more selectively. Witness DeBeers new “Fewer, Better Things” campaign that was conceived with the thought that “things with enduring value are better perceived than those that are disposable.”
4. Functional luxuries, such as cell phones, iPods, and high speed internet, are all seen as essential, and still-necessary objects.
5. Practicality can be profitable. Be it big screen…
About this blog
Lisa Chen and Lisa Witter
are the authors of The She Spot: Why Women are the Market for Changing the World and How to
Reach Them. They are also both
senior strategists at Fenton Communications, the nation’s largest public
interest communications firm. [