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What leaders read.

Ads Women Love: A Note to Advertisers

Hey Advertisers,

Here’s something to think about – Women are multi-dimensional and two dimensions that we have that aren’t often portrayed in advertising geared at women are competitiveness and tech-savviness

If you want to get an idea of what good advertising is that appeals to those dimensions, we respectfully ask that you consider the following ads as great examples. We love the ads below because they have actresses portraying us as fiercely competitive and knowledgeable about the tech products that we purchase.

Hats off to Nike and Microsoft for a job well done!

Nike+ (The Nike + Ipod Sensor Combo): Men vs. Women Challenge

Microsoft: Laptop Hunters $1000 – Lauren Gets an HP Pavillion

Also check out: Mac Heads Savage Lauren (National Business Review)

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April 8, 2009 Posted by ej | Marketing to Women, Shopping, Technology | , , , , , | 1 Comment

Mars Introduces New Candy Bar for Women: “Fling” Uses Provocative Ads to Stimulate Sales

Mars Encourages Women to Have a Fling

First New Brand From Candy Giant in Almost 20 Years Rolls Out With Fewer Calories and Plenty of Double Entendres

NEW YORK (AdAge.com) — Mars is prepping its first new candy brand since Twix nearly 20 years ago: a low-calorie chocolate bar dubbed “Fling,” aimed at women.

Click below to see one of the first commercials for Fling:

 

The candy is positioned as “Naughty, but not that naughty.” In the first commercial that breaks next week from longtime roster shop BBDO, New York, a woman appears to enter a dressing room occupied by a man, with the two then getting undressed and proceeding to act, er, naughty. But then the camera pans over the top of the fitting rooms, revealing they are actually in two separate dressing rooms, as he struggles with his clothes and she secretly nibbles on a Fling.

Print work for the brand declares “It’s not cheating if you don’t feel guilty,” “Your boyfriend doesn’t need to know,” and “Pleasure yourself.”

The campaign, which also includes cover wraps on issues of People magazine, breaks in the California market next week, and the full push will roll out nationally this year.More . . .

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April 8, 2009 Posted by ej | Food, Marketing to Women | , , , , | Leave a Comment