July 20, 2000
Article

DoughNET.com Partners with Hawaiian Punch to Target Teen’s Mothers

SUMMARY: No summary available
DoughNET.com and Hawaiian Punch are launching a back-to-
school campaign aimed at online teens and their mothers.
Starting August 1, supermarket shoppers will see "pole
signs, shelf ads, and specially marked packages of Hawaiian
Punch" encouraging moms to stock up and log on. Under each
beverage label, moms will find a "DoughCode" worth at least
$20 in online credit, good at more than 75 DoughNET.com
retailers. Parents must approve online registrations before
a teen can use DoughNET.com, which is why the company's
marketing programs distinguish between regular visitors
(teens) and "people who actually sign up for the accounts"
(moms).

"Mothers are the primary purchasers of 12-packs of Hawaiian
Punch and they are the ultimate decision-makers for opening
accounts at our site," Cofounder and CEO Ginger Thomson told
eMarketingToHer.com. Studies say 75% of household financing
runs through the mother's hands and teens will no doubt ask
"the ATM of Mom" for money to further fund a DoughNET.com
account. The site is interested in partnering with other
companies who have "a similar relationship with a Mom and a
teen, other than online."

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