Milanos, Women's New Drug of Choice

Cookie advertising just got a lot more risque

Published on Mar 15, 2013

Editor's Pick

In a new spot out of Y&R New York and directed by O Positive's David Shane, a couple gets ready for one of those painful work dinners you can't imagine enduring without some sort of (chemical) social lubricant. The wife chills out on the couch, glass of wine in hand, having swallowed, it seems, additional reinforcements. It seems to play out like one of those sophisticated dramas that reveal the dark side of happy suburban life, but it turns out, the woman's drug of choice is simply Pepperidge Farm's Milanos cookies.

The edgy approach marks a departure for the Milano brand, whose previous marketing was more product focused, highlighting quality, for instance. "That hasn't been resonating as much as consumers already know that about our products," said Suzanne Goodrich, business director for Campbell Soup Co.'s Pepperidge Farm cookies. "We need to get back with that emotional connection.” She said that the new effort is meant to highlight a woman's "me time."

"They will go to great lengths to hide their Milano cookies so no one else will have it: their husband or their children who won't appreciate their Milano as much as they do," she added.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


Mar 15, 2013
Y&R New York
Chief Creative Officer:
Jim Elliott
Executive Creative Director:
James Caporimo
Creative Director:
Eric Glickman
Creative Director:
Stephen Hersh
Art Director:
Matilda Kahl
Viktor Angwald
David Shane
Production Company:
O Positive
Ken Licata
Executive Producer:
Ralph Laucella
Editing Company:
Cosmo Street
Aaron Langly
Brand Director:
Suzanne Goodrich
Senior Brand Manager:
Rayne Pacek

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.