Marketing To Women, Part I: Mix Alpha Moms, Cans, Stir In Parties

MediaPost Publications, April 27, 2007 — MANY MARKETERS ARE LOOKING TO new media such as blogs and viral videos to generate buzz about their brands. But the Canned Food Alliance (CFA) is trying an old-fashioned tactic that involves pairing influential women with home-based parties and cans of peas and corn. The CFA is calling on "alpha moms" in the Chicago area to host "CANdelight Dinner Parties," with the bottom line of promoting the nutritional benefits of canned foods and nudging consumers to buy them.