Playing with Matches

This ad ran in USA Today as part of a “fishbowling” strategy to target the cosmetics industry leaders during their annual cosmetics conference in Manhattan, NY in 2004. USA Today was the newspaper delivered to the hotel room doorsteps of all conference attendees. In conjunction with activists attending the conference, this ad created immediate buzz and discussion throughout the conference. The three companies targeted in the ad responded quickly. Two of the three companies responded within the first day of the ad. Within weeks, all three made significant efforts to meet the demands to reformulate.