iVillage, the women’s Web site, has launched a new branding campaign.
The tagline for the campaign “Let’s Village” is a play on the equity of the iVillage brand.
“It’s about the connection,” said Deborah Fine, iVillage Properties president.
Three 20- to 30-second TV spots were created as part of the campaign. In one, called Belly, a pregnant woman encounters a male stranger who pats her stomach and makes inappropriate comments. In another, Bread, a woman tries to convince herself that some bread contains fewer carbs than others. And in Fitting Room, a woman panics as she struggles to get out of a tight dress in a trendy boutique. Each commercial, created by Kirshenbaum, Bond + Partners, New York, shows the women logging on to iVillage.com to share their stories.
This is iVillage’s first branding campaign in more than five years.
Beyond TV spots, brand ambassadors are distributing nearly 70,000 nail files across the country, with a focus on New York City and Los Angeles markets, branded with the words: “i mani. i pedi. i tip” (manicure and pedicure with tip).
iVillage, owned by NBC, is also targeting female trendsetters (Yoga instructors, bartenders, DJs and bloggers) with free T-shirts specific to their profession to spark buzz and word of mouth.
“It offers up moments of connection between women…those ‘ah-ha’ moments women experience,” Fine said.
The campaign dovetails on the launch of iVillage Live, an interactive talk show filmed at Universal Theme Park in Orlando, FL, which launched Dec. 4. on NBC. IVillage Lives airs weekdays at noon ET on NBC, Bravo and on iVillageLive.com.
Show sponsors include Bally Total Fitness, Calphalon, The Estée Lauder Cos., (including Aramis & Designer Fragrances, Clinique, Estée Lauder and Origins), GE Profile Appliances Goody Graco, Healthy Choice, Overstock.com, Priceline.com and Unilever, which are featured on the program. Online viewers can buy sponsors’ products while watching the show, the company said.
iVillage.com launched 12 years ago and drives more than 17 million women to its Web site.
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