From Pampers to Discovery Channel, the Winners of the 2008 Marti Awards

Posted on | December 3, 2008 |

You Voted! Here are the results! Today, The TrendSight Group announced the winners of the Marti Awards, named in honor of company founder, marketing guru, (and ReachingWomenDaily contributor) Marti Barletta. The “Martis” salute marketing campaigns that resonate with women, and this year’s winners come from a variety of fields.

The 2008 Marti recipients are Pampers’ Vaccine Program, Kleenex’s “Let It Out” campaign, GE SmartDispense Technology, Liberty Mutual’s The Responsibility Project and Discovery Channel’s “I Love the Whole World” campaign.

“From politics to Sex and the City, this year showed the strength – in presence and purse – of women,” said Barletta. “While 2007 featured strong initiatives, there were limited numbers. What’s most exciting about this year is the breadth and depth of marketing-to-women campaigns. More and more companies are beginning to understand America’s number one marketing opportunity, especially in today’s financial climate, is women. ”The five winners best demonstrated TrendSight’s GenderTrendsTM Principles of reaching and connecting with the world’s largest and most powerful buying demographic — women.

Best “Corporate Halo” – Pampers
Pampers and UNICEF launched “Vaccines for Pregnant Women,” a program providing life-saving tetanus
shots to women in developing countries where they and their babies are at risk due to unsanitary birthing conditions. Pampers donated five cents per pack – the cost of one tetanus inoculation – and surpassed its goal of providing 45 million vaccinations.

In addition to experts’ accolades, Pampers also received consumers’ votes for best overall campaign
in the TrendSight GenderTrendsTM online survey, earning comments such as “… it recognizes our bond with babies is universal and can cut across cultures and consumerism…” and “The ad appeals to our need to band together as women for the greater good of our families and the world.”

Best “Power of the Person” – Kleenex “Let It Out”
Nothing fascinates women like people, especially when they have a good story. The Kleenex “Let It Out”
national ad campaign featured people laughing, crying and “letting it all out” on the Kleenex couch.

A nationwide tour of “the couch,” Olympic documentary and web site followed.

Best Innovation/Time Saving – GE
Women love anything that saves them time and helps them work smarter. In 2008, GE introduced its
SmartDispense technology (www.geappliances.com/products) enabling washing machines to store up to six months of detergent, automatically dispensing detergent and fabric softener based on load size.
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Best “Warmer vs. Winner” – Liberty Mutual
Liberty Mutual’s The Responsibility Project focused on personal responsibility with the tag “Responsibility. What’s your policy?” The project included an online community forum and short film directed by Grant Heslov (“Good Night & Good Luck”). Liberty Mutual’s 2008 revenues rose four percent, suggesting consumers are buying its products even in a tough market.

Best “Commonality” – Discovery Channel
The Discovery Channel’s “I Love the Whole World” campaign brought together the network’s well-known
talent to sing a song celebrating the Earth and its human community. The campaign’s use of what “unites rather than separates us” engages women viewers and heightens the relevance of Discovery’s shows.

About The TrendSight Group
Founded by Marti Barletta, The TrendSight Group is a consulting think tank helping companies get smart about women through marketing, sales, recruiting and retention effectiveness. Clients have included Deloitte Consulting, Volvo, Frito-Lay and Logitech. The recognized thought leader on generating business growth through insights about women, Barletta is a popular speaker and author of two books: “Marketing to Women” and “PrimeTime WomenTM: How to Win the Hearts, Minds and Business of Boomer Big Spenders.” For more information visit www.trendsight.com.