Organic Balance Keeps it Real in Fabulous New Marketing to Women Campaign

Most marketing to women execution makes me yawn– it’s predictable and not particularly appealing to women. But protein shake brand Organic Balance woke me up with this perfectly planned video:

This spot reminded me of the original U by Kotex campaign from a number of years ago, created by Ogilvy & MatherThat ​gracefully ironic self-awareness of the young women in the set-up scene – adorable! The real women segments had me nodding in self-recognition – funny!

​Organic Balance’s fabulous new marketing to women campaign really embodies my “Real, Not Ideal.” GenderTrends principle. While watching the video, it is such a relief to transition to the “real women’s mornings” part of the video! I felt so able to relate that I do believe I was having an oxytocin episode. (Oxytocin is the hormone that promotes bonding in everybody, but especially in women. It is released both when women feel, as well as when they want, more closeness.) When those real women segments were showing, I was thinking, “Yup – That would be me!”

The brand doesn’t stop with one video– the campaign directs viewers to a Real Morning Report mini-site that uniquely appeals to women. You’re invited to take a survey (fun!) that reveals what mornings are like for other women (interesting!). And invites you to share cute, pre-made “Morning Facts” with your networks  (easy! friendly!). Also, enjoy coupons  to try out the product.

Organic Balance Keeps it Real in Fabulous New Marketing to Women Campaign Organic Balance Keeps it Real in Fabulous New Marketing to Women Campaign Organic Balance Keeps it Real in Fabulous New Marketing to Women Campaign

Every element of this creative campaign shows the brand really understands women and how to relate to them. What can your brand learn from Organic Balance?

Get More Insight on Marketing to Women with “Real, Not Ideal” Positioning

Authenticity is meaningful and motivating to women. Here are a few of my other posts that will help you keep it real when marketing to women:

This entry was posted in Advertising to Women, Market Research, Marketing to Women, Things women care about, Women as customers and tagged , , , , , , , , , , , on by .

About Marti

To The Huffington Post, she’s “the High Priestess of Marketing to Women;” to TIME magazine, “the Chief Rabbi of the Sheconomy.” Renowned business guru Tom Peters calls her “the First Lady of Marketing to Women” and says she “is one of the best presenters, male or female, I’ve ever seen.” Marti Barletta shows you how to get more customers, make more money per customer and keep customers loyal longer - simply by getting smarter about women. Her first book, Marketing to Women, is available in 19 languages,” and her latest book, PrimeTime Women, focuses in on the market’s high-spending sweet spot - Boomer women in their mid-life prime – and shows marketers how to use this prime segment’s growth, size and buying power to propel their business for the next 20 years. As the go-to authority on marketing to women, women in leadership and women’s growing role in shaping the 21st century, Barletta has been quoted on CBS, ABC, MSNBC and NPR, as well as in The Wall Street Journal, The New York Times, The Economist, USA Today, Fast Company, TIME, Business Week, Inc., and many other publications worldwide. Ms. Barletta’s consulting clients have included Diageo, Ford, Kodak, Pfizer, Volvo Worldwide and others. A popular speaker internationally, she has enjoyed rave reviews on every continent except Antarctica, including in Australia, Chile, Dubai, Japan and Sweden. She has spoken for hundreds of companies, conferences and associations; and across dozens of industries, including consumer products, financial services, travel and tourism, retail and real estate development, to name a few. She is proud to say that numerous clients have booked her for return appearances. Her dynamic style, command of her subject and passion for her topic make her a popular speaker. Audiences love her practical tactics tailored to the interests of each audience, her lively style and sense of humor, and her memorable stories about men, women and marketing. Specialties:I show you how to attract more customers, keep them longer, and earn more money from every customer simply by getting smarter about today's mightiest market - women.

One thought on “Organic Balance Keeps it Real in Fabulous New Marketing to Women Campaign

  1. Pingback: Marketing to Women with Surveys and Quizzes | Marti Barletta

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