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Using humor as part of your marketing to women strategies is often a smart move.  “Brands shouldn’t be afraid to use humor,” said Amanda Stevens from Splash Consulting Group during her 2010 M2W® presentation. “Serious is boring.”  Kotex latest initiative is definitely not boring—especially since they have partnered with Emmy Award winning comedienne Kathy Griffin.  As part of the brand’s Panty-Approved program, the Kotex has launched a 5-webisode series that documents the head-to-toe ‘makeunders’ of their recent “Kotex Project Makeunder” winners.  Thousands of women participated in “Kotex Project Makeunder” which asked women to share their stories about the state of their lingerie drawers with winners receiving a ‘makeunder’ with Griffin and celebrity stylist George Kotsiopoulos.   In the webisodes, Griffin divulges personal stories while she and Kotsiopoulos style the three winners with new head-to-toe looks. Created and produced by BUZZMEDIA, the webisode series was also co-written by Kathy Griffin.  “Kathy and George were the perfect hosts to bring some fun and humor to the lingerie drawer,” said Kotex Brand Director, Aida Flick. “We hope the ‘Kotex Project Makeunder’ program and webisode series inspire women everywhere to embark on their own ‘Makeunder.'” The webisodes can be viewed on

The Kotex brand Panty-Approved program started in March 2010 and includes print and digital advertising, an updated website and a 7-day Panty Challenge.


‘Real Women’ campaigns are nothing new to M2W®.  Brands such as Dove have been part of the M2W® program and executives from companies like Citibank’s Women & Co. have been part of the M2W® audience giving us greater insight into how using real women in their campaigns has led to greater marketing to women success.  Now Wonderbra® appears to be heading into the real women world for their new web-based series that will feature reality video vignettes that are expected to air in spring 2011.  “Since its debut in 1994, the Wonderbra brand has strived to empower women to feel confident and sexy every day,” said Tricia Bouras, Marketing Director for Wonderbra. “Now we’re looking to cast four real women with that unmistakable Wonderbra appeal as our national brand ambassadors.”  Casting videos are being accepted now through November 19th and Wonderbra will select four winners who best represent specific personas:  the diva, the starlet, the free spirit and the trendsetter.  Not sure how “real” those personas appear to be, but we are looking forward to how the brand will use their web-based reality series to build additional buzz with female consumers.

Suave is heading to the Emmy® Awards with nominated actress Sofia Vergara from “Modern Family” fame.  In an effort to promote their Suave Professionals line of products, the brand has created a Facebook page that not only allows consumers to choose the best red carpet look for Vergara, but shows them how to achieve each look on their own by viewing special step-by-step videos featuring Suave Professionals Celebrity Hairstylist, Jenny Cho.  After voting for their favorite look, visitors are automatically entered to win a red carpet “swag bag” and have the chance to attend this year’s awards show for a day of VIP pampering.  Sofia’s entire award show look—the dress and the Suave Professionals products used to create the winning look—will be auctioned by the Clothes Off Our Back Foundation to benefit children’s charities across the globe.

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