Originally posted Jan. 31, 2004<br />
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Between plays during Super Bowl XXXVIII on Sunday, viewers will see commercials for cars, impotence drugs, and, of course, beer — none of which will come as a surprise to the more than 40 million men who will once again sit down to watch the game.<br />
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But while Super Bowl commercials will continue to be mostly male-oriented this year, there is at least one unusual pitch: a commercial showcasing the softness of Charmin toilet paper, a product whose core buyer is a "family-centric mom," says its maker.<br />
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Women make up more than a third of the viewing audience for the Super Bowl, and that audience is growing, giving brands like Charmin increasing motivation to use the game to target core consumers.<br />
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"As an advertiser, you don’t want to alienate 20 or 30 or 40 million women via the catfight beer ad," said Andrew Rohm, assistant professor of marketing at Northeastern University, referring to Miller Lite’s 2003 campaign that featured two women mud-wrestling over whether the beer "tastes great" or is "less filling."<br />
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Read the full story at <a href="http://www.boston.com/business/globe/articles/2004/01/28/making_sure_ads_play_to_women_too/"><strong>The Boston Globe</strong></a>
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