Friday, November 18, 2005

Podcast Earns 6 Figure Ad Contract

Fascinating how the new media are taking hold.

Dixie, maker of those tiny little disposable cups and paper plates, issponsoring a new show. It's not a show you've probably heard of though. It's actually a podcast called Mommycast hosted by two moms in Virginia. The two women recently signed a deal that Brandweek writes is "north of six figures."
“We've been researching podcasts for some time,” said Erik Sjogren, senior brand manager of Dixie. “We are trying to speak to the same moms and reach them in the same way Mommycast does. We are an 85-year-brand but we want to be contemporary and find the cutting edge. Perhaps [paper plates] aren't the sexiest category, but we like to think we'll catch some people by surprise." He said the sponsorship coincides with brand renaming and repositioning happening in the spring.
If this does well for Dixie, it'll be interesting to see if other brands begin to woo other podcasters.


At 9:36 PM, Anonymous Anonymous said...

I’m not sure if this is really the best idea? Are mom's, especially the stay at home moms who I assume would be the target audience for this, exactly that media savvy. Would they even know what a podcast was? My mom is still on dial up internet and is afraid of using the text messaging feature on her cell phone.l As a working mom she doesn’t exactly have time to stay on the cutting edge of technology.

I love the podcast concept to endorse a product. I also love that Dixie is jumping on the bandwagon. You're right they are not exactly the sexiest product on the market right now, but I think they are a product that is extremely overlooked in importance. To me, there is no better way to endorse it by showing live footage of women who actually use it in their everyday lives. I’m sure women who use this product everyday would find it extremely credible to actually watch real women using the product, especially when they know it is not an actor reading lines from a script.

Perhaps Dixie should go for podcasting to college age kids as well. They are more up to date with the media and use those plates religiously (anything to lessen the dish load).


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