Kraft and SC Johnson sponsor Reality Web Series

Kraft and S.C. Johnson are now official sponsors of the new reality Web series titled ?Mom Life.?

The two packaged goods companies are the first to have advertisements on the show?s Web page. The interactive agency Digitas created the brand content, while its sister arm?The Third Act BBE?took care of distribution. Video production duties were done by Real Mom Productions and Stun Creative.

Mom Life follows the daily activities of two real-life moms Jennifer Pate and her friend, Barb Machen. The series is aimed at the large community of moms that surf the net. Topics of the show include healthy cooking, legal problems, and style management.

Each episode about 4-5 minutes and begins with an ad from Kraft or S.C. Johnson. There are also product plugs on a separate screen. The site also offers consumers value-themed savings, which they can redeem by clicking links.

Other brands advertising on the site include: DiGiorno pizza, Capri Sun, and Maxwell House coffee.

?As we looked at different ways to use various media, specifically digital as a way to engage with our consumers, the Mom Life program emerged as an interesting and innovative channel,? said Laurie Guzzinati, associate director of Kraft corporate affairs. She continued ?This represents a further evolution from what you can describe as a traditional broadband experience to actual content creation.?

Wendi Smith, a representative of Digitas, said that the site was inspired by the target market?moms comprise the largest composition of packaged goods purchasers. Plus, mothers are becoming more and more active in the World Wide Web. The eMarketer predicts that moms will comprise 39.6M of the online audience by 2012