Glamour Magazines Cupcake Campaign

Glamour’ Courts Buyers with Cupcake Campaign
Published on September 08, 2009 Email this article
Conde Nast’s Glamour is hoping to reinvent its image among media buyers, and differentiate itself from its competitors, with an all-out campaign which positions its readers as aggressively cheerful all-American girls.

The campaign, the launch of which coincides with Fashion Week in New York, will see cupcakes delivered to Universal McCann, Mediaedge:cia and Mediavest. Clients nationwide will also get cupcakes, which will be topped with the words, “Live for Glamour,” reports The New York Times. Cupcakes will also be delivered to crowds around Fashion Week tents in Bryant Park and at Bloomingdale’s, and images of cupcakes will be projected onto the walls of Barneys New York, Bergdorf Goodman, Bloomie’s and Saks Fifth Avenue, and sites in the meatpacking district.
The cupcakes are also featured in a series of print and billboard ads, along with other happy images like hearts, smiley faces, lollipops and balloons. The ads, which will run in trade publications such as Drug Store News and Cosmetic World, attempt to inform media buyers that the publication is not attempting to be Vogue. Wackerman hopes the campaign will convince buyers that the magazine’s unique readership is more attractive to fashion and beauty brands than the other fashion magazines. - courtesy of http://www.mediabuyerplanner.com/

posted by Nicole Friday for the Cupcake Craze