If you read The She Spot you know of our admiration for Stonyfield Farms and their smarts around marketing to women. Gary Hirshberg, their CE-Yo, gets the need to be real with their customers.

This morning I reached into the refrigerator for my morning dose of organic Stonyfield yogurt. Lately, I’ve been addicted to their new “greek” yogurt product “Oikos” so I hadn’t noticed that Stonyfield had switched packaging on their other yogurts. As I picked up the new container (full-fat vanilla with cream on the top) I noticed a beautiful picture of green pastures, happy cows and a beautiful Vermont landscape with a note stating it was a photo a family farm from Waybury, VT.

Inside, on the top protective seal, I read “GET REAL: Why the new look? With all the artificial ingredients around, we thought we’d show you just how real our food is….

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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…

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