Forget sticky marketing; Clorox is going with icky marketing in its latest effort to get moms to laugh.

As announced in a press release Wednesday, the brand is partnering with Carol Leifer, an award-winning comedian and comedy TV writer (Seinfeld, Modern Family), to launch the Clorox Ick-tionary, a wiki-style dictionary of everyday ick that parents and caregivers contend with on a daily basis.

As Leifer observes in a blog post, "Don't ask, don't smell... Because as I’ve learned from my comedy writing on sitcoms, real life always does seem to present the funniest ideas."Continue reading...

If this political indeed rises and falls on which campaign can win over "Walmart Moms," Walmart is more than happy to offer up their opinions. In a move to own one of the hot-button phrases in this U.S. election cycle, Walmart not only presented the candidates to their customers, but the mega-retailer is presenting their customers' concerns back to the candidates as they enter the final stretch before election day on November 6th. The Walmart Community YouTube channel features more video interviews with Walmart moms stopped while shopping, while the Walmart Community Votes website encourages them to register, vote and be heard.

A new app from Nestlé USA’s Ovaltine, “Quotagraph,” cherishes your child’s wisdom as digital art. Moms are being asked to reconsider the chocolatey, fortified vitamin and mineral milk modifier they may have consumed as a child, and use their offspring’s verbal gems to contemporize the classic “More Ovaltine, please” old-school brand.Continue reading...

As TV gets more social, TV networks been wooing bloggers as social media influencers for the past few years. As a network primarily targeting women, the newly rebranded Lifetime owns and operates its own blog network, called Lifetime Moms, in the blog network, Lifetime Moms, and now counts more than one hundred contributors and over four million plus unique visitors monthly.

Lifetime's blog network not only connects viewers and women with each other, it also brings advertisers (billed as partners) into the mix for parent company A&E Television Networks, creating a digital opportunity for cross-network and -platform partnerships.Continue reading...

There are reportedly 4 million mom bloggers in the U.S. — passionate, increasingly influential women constantly communicating through social media.

BlogHer co-founder and COO Elisa Camahort Page, whose website draws 37 million unique visitors monthly, advises marketers to identify "focused mom blogs that share your passion—food, pets, child care, fitness, tech, whatever."  One caveat, she adds: "Mom bloggers are ruthless. The Silicon Valley adage, ‘Release early, fix later,' won't fly with moms. They have no patience for beta products or websites, and they don't give out second chances."

But they are one of the golden cohort sweet spots, and Mother’s Day is one of the most commercially successful U.S. occasions of the year. Celebrations of motherhood date back to ancient festivals such as the Christian Mothering Sunday, the Roman festival of Hilaria, and the Greek cult to Cybele, but the modern U.S. holiday dates back to 1908 and Anna Jarvis’s memorial for her mother.Continue reading...

Procter & Gamble’s ongoing global "Thank you, Mom" campaign is getting a fresh push 100 days prior to the Opening Ceremony of the London 2012 Olympic Games. Centered around a dedicated Facebook page, P&G is celebrating the power behind the glory, success and dedication of many an Olympic athlete — his or her mother — in the biggest campaign in P&G’s 174-year history, which will run from now through the end of the Olympic Games.Continue reading...

The general public got its first glimpse of "finely textured meat" (aka pink slime) almost a year ago, when Jamie Oliver's Food Revolution on ABC raised the issue with moms in a Los Angeles school district, but since then the hue and cry against the ammonia-treated filler has beent aken over by parents and nutritional advocates using, deftly, the free social media tools at their disposal.

The issue certainly caught the eye of Houston resident Bettina Siegel, who writes about kids and food on her blog, The Lunch Tray. Siegel posted a petition on Change.org on March 6th, rallying support to lobby Agriculture Secretary Tom Vilsack to “put an immediate end to the use of ‘pink slime’ in our children’s school food.”

By the next day, more than 220,000 names had been added, rare for the site which launches 10,000 petitions on average each month. "It was incredible," said Brianna Cayo Cotter, communications director of Change.org, regarding Siegel’s petition. "In 10 days she made the USDA, the meat industry and major retailers all back away from it. Now the demand for pink slime has dropped so dramatically that some of the factories are starting to shut down."Continue reading...

Mormons, particularly Mormon moms, are proving to be social media ninjas. They're responsible for the meteoric rise of Pinterest, as the Deseret News has noted (and those wags at Gawker). They may not seem like your typical early adopters, but credit the group's social media savvy to the women of the church who glommed onto blogging early on. It's also opening up the LDS community and church brand to the wider world.Continue reading...