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 & Mather. That 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.
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: