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TRUVIA HAS ITS OWN tribute message, an ode to the comfort Cargill wants to provide. "Have you ever cured bad news with hot choc-olate? Ever snuck downstairs to eat a cookie before breast-feeding the baby at 3 a.m.?" If the answer is yes, you are part of Cargill's new demographic, the Yoga Momma, the company's name for the typically harried but well-intentioned working woman.On a recent day, McFerson and Truvia's marketing director, Ann Tucker, explain the tao of Yoga Momma-ism. "The Yoga Momma wears yoga pants but may never make it to class," Tucker says. "It's more about a mind-set," McFerson adds. Both readily admit this sounds like them. "I've never been to class, but I have the pants," McFerson deadpans.The brand homage was conceived by mothers at Ogilvy & Mather in Chicago. "What is cool about Cargill is it's a pretty female-based group," says Donna Charlton-Perrin, one of the campaign's architects. "There is a line in there about how women have a complicated relationship with sweetness. Everyone just had this autobiographical understanding of how that goes." Not surprisingly, Yoga Mommas tend to be prime spenders on health-related supermarket goodies. To reach them, McFerson spent lavishly to secure a name (which sounds like true plus stevia, and was devised by Lexicon Branding); a logo (light green type with a tiny stevia leaf, by Pentagram); and clever print and TV ads designed by Ogilvy.3. Goofy mystery awaits Detective Rex Starbuck in House of Mystery #251.
We were met backstage by some WWF people who were leading us into the locker room area, and we were brought to Randy to say hello. There were a bunch of other wrestlers around, which was really cool but there was one problem: the good guys were hanging out and being cordial to the bad guys! Seeing good guys like Brett Hart sharing laughs with bad guys like Jake "The Snake" Roberts was almost traumatic to see; like seeing your Dad french kiss your aunt. It simply wasn't supposed to happen.I was sad, scared and confused. I gathered up the courage to ask why the Good Guys were friends with the Bad Guys. Randy said, "We're not. We're just tricking them. You'll see."After this, a WWF rep was showing us some other areas of the backstage. I don't remember what we saw, but I know when we circled back to the area where Randy was, all of the wrestlers I had seen before were back in character. Bad guys were yelling at Good Guys about how they were going to kick their butt and Good Guys were holding each other back from attacking the bad guys.This. Was. Awesome. It IS real! Of course it is!Randy didn't know me too well, but he cared enough about a young fan and professional wrestling to keep the illusion and innocence alive.2. Crooked forest. Via.3. If you've experienced problems commenting, there's apparently a problem affecting some users. (It'll be pretty sad if Blogger stops being reliable - - that's really all it has going for it.)