Women Are Responsible For This Year’s Hottest Brands.

Adage’s 2010 Hottest Brands list is out and from the brand names on the list, it just goes to show the power of the female consumer.

With moms 32% more likely to use smart phones than the national average, it’s no wonder the Droid is at the top of the list followed by Glee (we’re quite the gleeks over here at Just Ask a Woman) and our personal favorite, Groupon

We know the power of the female consumer, which is why we’re not surprised to see Old Spice on the list.  We fell in love with the new campaign targeting the female influencers in men’s lives.

We are also glad to see Dawn dish soap made the list.  Procter & Gamble has done well combining innovation, value messaging  and saving the environment – from recession to oil spills, this brand knows how to make women feel good and clean.

U by Kotex has done a fantastic job getting young women to feel more comfortable in what we like to call, the “pink ghetto” ( That aisle in the supermarket or drugstore that we quickly walk down or avoid altogether.)  We especially loved that the campaign poked fun at typical advertising in this category.  Breaking the cycle can be difficult for many brands. Companies can learn from their brave move.

And while there are quite a number of other brands that made the list that can link their success to women, Reebok’s EasyTone also has Katrin Ley, Head of Brand Strategy, Business Development and Women’s Sport Business, to thank for the growing toning category. They have sold 5 million pairs of EasyTone in the U.S.

And while My Pillow Pets and Silly Bandz have a much younger audience, we know who is laying out the money for these as well.

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Zico: One of America’s Hottest Brands is also a Whole Truth Brand

I was very happy to see that my favorite coconut water, Zico, made it to Ad Age’s 2009 America’s Hottest Brands List, reported by Natalie Zmuda.  Introduced to it over two years ago at a hot yoga studio in New York, I looked forward to my Zico water at the end of each class even more than the class itself.  

Now I must confess, I wasn’t that good at Bikram Yoga. When everyone was staring at the wall behind them during backbends, I was looking at the ceiling and my favorite part of class was when they shut off the lights and I could lie perfectly still for as long as I wanted. (Hot yoga was a lot of work for an early evening nap!) 

As my reward for not passing out and actually lasting the full 90 minutes in the room, I would treat myself to a cold Zico.  And while I could have drunk the whole 11 ounces right there in the locker room, I enjoyed walking out of the building and onto the subway platform with my Zico in hand so others would think I was a dedicated yogi. 

As a Whole Truth Brand, Zico has connected with the E (Ego Protection) of G.A.M.E.S., our acronym for why women tell Half Truths.  Zico gives people bragging rights. And that’s actually part of the brand strategy. Mark Rampolla, Founder of Zico Beverages says that it heads straight for hot yoga studios, where it has had success in cultivating a crop of brand evangelists.

And while I haven’t been to hot yoga in quite some time, when I’m feeling like I need a pick me up, I pick up a Zico and head down those subway steps, and hold the container so others might think I could have just come from class.

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May 23, 2024
by Mary Lou Quinlan

A look at an early production of WORK


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The God Box Goes Global!

“The God Box” has grown to include an app, audio book, philanthropic venture and solo show performed by Mary Lou across the US. Now The God Box Project goes global to the Edinburgh Festival Fringe.
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