Dec 19th, 2007 / Written by David Isserman
At least that’s according to Pepperidge Farm, who is helping women improve their social lives through its “Connecting through Cookies” campaign. The campaign was launched on its website, http://www.artofthecookie.com, and offers women the opportunity to learn successful strategies and tips on how to meet others and maintain friendships.
Pepperidge Farm pulled Sally Horchow, author of The Art of Friendship: 70 Simple Rules for Making Meaningful Connections
Who knew that women had such social problems?
Well, that’s not quite the full story. Although the campaign helps women learn new ways to stay “connected”, Pepperidge Farms hopes that this $2 million campaign will help it develop new ways to reach its consumers and give them a reason to purchase Pepperidge Farm cookies.
This is not an unusual strategy in for Consumer Packaged Goods (CPG) companies. Other large CPG companies, including Jockey and Dove have been implementing similar initiatives. Jockey came up with the site jockeyunderwars.com and Dove launched its campaignforrealbeauty.com, which speaks about body image and self-esteem.
