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 the hardest job on the plant – raising happy, healthy kids.

Kudos to Pepperidge Farm for this campaign. Non-profits and companies to use this case study to do some authentic parent engagement planning.

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 dresses made by the world’s best designers for the Met Gala and worn by a handful of A-list celebrities?  All proceeds going to the Met and the Costume Institute.  Innovative philanthropy, gorgeous gowns, and creative integrated marketing.  All focused on the most powerful force in purchasing for households, giving to charity and other non-profits, and forging a path for ourselves: WOMEN.

You can bid on dresses until 11:59 pm on May 31, 2010, view the gowns at the GAP at 680 Fifth Ave in New York City during the auction, and see the show at the Met until August 15, 2010.

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 documents, and algorithms to rate products and companies.  Environmental, social, labor practices, and health performance are measured.  Ratings are available for food, personal care, and household products ranging from baby food to frozen food, from shampoo to sunscreen, and beyond.  And the company is always adding to their list.

GoodGuide also offers tips for feeding kids veggies, reducing your carbon footprint, and news about health issues.

Citizens Market offers insight and an open-source conversation on the issues that companies support.  They empower consumers to shop their values – and vote on issues with their dollars.  Environmental practices, a company’s stance on gay marriage, animal rights policies, and more can be reviewed on the site.

Women who seek a deep understanding of what they are buying, and are loyal to brands that have credibly cultivated relationships with them, will find these sites useful.

For marketers and companies themselves, these sites present opportunity and challenges.  Bad reviews will clearly have negative consequences, but joining and following the conversation here will help build those real relationships through awareness and action. Don’t miss this opportunity to engage with women who could become loyal consumers.

Both sites are still in beta and are welcoming feedback and questions.

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 girls to become social change leaders.

Companies and nonprofits alike take a certain risk when they use humor to get their message across (ask anyone who’s had a joke flop, big time). But when it comes to marketing to women in particular, the earnest continues to dominate. Nothing wrong with earnestness. But a little sly humor, and er, freshness, goes a long way.

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 is dedicating at least $20 million through the end of the year for donations to local organizations and causes proposed by the public in realms like health, arts and culture, the environment and education.”

As part of the campaign consumer will be asked to vote for causes they like.

I predict that this is the future for corporate social responsibility. Gone are the days when it will be just enough if corporation give to causes. Now, because of social media, consumer will expect to have a say on where the dollars go.

Stoneyfield Farms has been an innovator in this field and for years has been engaging their customers in voting where part of their “Profit for the Plant” gets invested.

This is going to be a campaign to watch. I can’t help but think their female CEO, Indra Nooyi, had a lot to do with it.

Stay tuned…

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 TV to entertain at home, high-quality coffee to prepare at home, or an ongoing relationship with Netflix. Anything can become practical if given the right frame of reference.

6. Comfort is in. Kraft, Heinz, Hershey, Uggs … they make women feel good, calm and safe. If your brand can tout it, find comfort in comfort.

7. The thrill is in the hunt. With bargain-hunting added, shopping just got more exciting. And bargains have never looked better than they do today.

8. Green is still in the black. Green products are still viewed not as a luxury to do without, but rather, as the right thing to do.

9. Transparency has never been more clear. Suspicion and wariness surround big business now and customers demand that marketers be more honest and loyal with them. And as a marketer, keep in mind that if you don’t hold up, word of mouth has never had more volume.