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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