Thursday, August 16

New CoverGirls

There's a whole lot going on over at CoverGirl.  Seems like there's a new spokesperson every time I turn around, which I am sure is the intention.  Lots of diversity too.

The newest?  Pink!  Pink?  Yup, Pink.  I don't really think of her as a makeup girl, but maybe that's the point.  She'll hit a whole new demo which is smart.  And proving once again that there's no coincidences in marketing, Pink just happens to be releasing her newest album.  Correction, CD.  Correction, recording.

But that's not all.  Social media has been all a twitter over a new CoverGirl commercial being filmed with Sophia Vergara and Ellen.  Sophia and Ellen!  Sophia and Ellen?  Yup, Sophia and Ellen.

Brilliant.  From what I understand their repartee is hysterical, which I can totally imagine.  Sophia is still using her accent as her shtick, which still works for me.

Net net ... the CoverGirl brand does an amazing job of staying fresh and current, and connecting with women of all ages and stages.  Brilliant marketing becoming of a super brand.  Brava!

What's your experience?  Jim.

Jim Joseph
President, Cohn & Wolfe North America
Author, The Experience Effect series
Professor, NYU

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