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July 29, 2011

BREAKING THE HABIT OF 'STONE AGE'
MARKETING TO WOMEN

 

"There are very particular lines that you can and cannot cross when you are marketing to women," said Marina Maher Communications executive VP Diana Littman Paige in an interview with media trainer Mike Bako.

Littman talks about targeting women in campaigns, the "Stone Age" marketing of feminine products, and the agency's award-winning recent work for Kimberly Clark's U By Kotex in the 14-minute clip:

 
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Bill Huey, Strategic Communications, Atlanta (7/29):
Stuart Elliott of The New York Times recently chronicled the flop of Goodby/Silverstein's campaign to promote milk as a cure for the symptoms of PMS. The web site focused on "men living with PMS," and the pitchforks came right out. The web site was taken down after about a week, replaced with one that is focused on "discusssion" of the malady and how good old milk can help. It ranks as one of the fastest and most spectacular flops in web/social media marketing.

 


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