May 5, 2009 -
PRLog -- Factor9 Marketing to Women, which is a subsidiary of Wildfire Advertising Agency, released a viral video via YouTube that has been attracting attention across the web. (Watch it here http://www.youtube.com/
watch?v=cNXQlINKJik)
The video is a spin off of the original Pepsi Max I’m Good commercial, which began airing in January 2009 during Super Bowl XLIII. Their version substitutes women in place of men in situations that are equally as painful but more true to women’s lives, noting that they encounter situations every day that require them to bounce with an “I’m good.” The video demonstrates the fact that women are just as tough if not tougher than men when it comes to real life and that Wildfire/Factor9 knows that.
Pepsi Max, a diet cola marketed toward men, drew both cheers and jeers for its Super Bowl ad featuring guys getting involved in various violent accidents before proclaiming bravely, "I’m good." The soft drink company’s campaign was funny, eye catching and, most of all, memorable. Each scene was humorous and kept the audience wondering what was actually being promoted, which in turn kept everyone tuned in. After each “accident”
the men simply said, “I’m good.” The commercial ended with the tag line, “Men can take anything, except the taste of diet cola, until now. Pepsi Max, the first diet cola for men.” To those in favor, the ad was classic slapstick. To those opposed, it was just stereotypical violence for violence’s sake.
The goal of Factor9’s video is to create buzz, riding off the wave of this campaign, and to create awareness for the need to market to women. The Pepsi CEO is a woman herself and was named by Fortune magazine as the "most powerful woman in American business". She noted at a recent marketing summit at Wake Forest University that women make up 80% of the purchases and decisions in regards to consumer products. It makes sense that we address this issue since Pepsi has not.
Factor9 (www.factor9.biz)
is led by Janie Curtis, who had an article on the topic of marketing to women featured in Forbes, and loves helping clients with female centric brands put their marketing messages into language that makes sense to women. “Ensuring your brand appeals to women doesn’t mean you have to draw a line in the sand between the guys and girls”, says Curtis, “What it does mean is that you can tailor your appeal to women and also capture men, but not necessarily vice versa. We want to get our clients in touch with their female consumers – and do it fast.” Her marketing-to-
women experience involves helping a major hotel chain make its hotel experience more female friendly, positioning a major female sports apparel line, finding out what makes female beer drinkers tick, and re-inventing the way that household cleaning products are sold to women. She also loves to share her thoughts about the mistakes that companies make when marketing to women on her blog, The Frustrated Female (www.thefrustratedfemale.blogspot.com)
. You can contact her at jcurtis@factor9.biz.
# # #
Started in May 2002, Wildfire is a team of Marketing Stratecutionists™
with big agency strategic expertise offered to you with executional efficiency and the agility of a small shop. To learn more about Wildfire, visit www.wildfireideas.com.
