I was going for an overdue pedicure, and, in my rush, did not bring anything to read. This meant I was stuck with the dreaded pile of women’s magazines. I’m not a fan of these magazines, but bravely picked up a one inch think edition and started leafing through hundreds of ads for fashionable clothing, jewelry, and beauty products.
I have a problem with some of these ads. It’s the models. I’m sorry but, really, tell me, do you find this look attractive?
Call me crazy, but I don’t see a beautiful fashion model, I see a raccoon with a heroin addiction. But I guess that’s just me.
Anyway, one ad totally caught me by surprise. It was an ad for Di Modolo featuring Tea Leoni. the ad was basically a salute to Tea’s work with UNICEF.
Wow – a normal looking Tea Leoni, smiling, and copy that says:
We admire and salute Tea Leoni’s dedication to UNICEF, a charity close to her and her family’s heart. As a mother, actress and humanitarian, Tea continues to inspire and motivate us all.
Di Modolo officially made it onto my radar screen. And I guarantee I’m not the only one who’s added Di Modolo to my "brands to look for" list.
Andrea Learned writes about the 20% rise in cause marketing this year.
- Cause-marketing spending will rise 20.5% this year to $1.34 billion (from $1.11 billion last year).
- The projected increase makes cause marketing the fastest growing segment of sponsorship.
As William Chipps, senior editor of IEG Sponsorship Report, said in a statement upon release of the research, "Companies are realizing the powerful marketing benefits that can be gleaned from nonprofit affiliations."
Let me add my own emphasis to that statement:
Companies (should be) realizing the powerful marketing (to women ) benefits that can be gleaned from nonprofit affiliations.
Karen Barnes at Womentum blog also noticed the Di Modolo ad. Hmmmm – I think they’re on to something here.