Dare Foods wants to change the negative cookie stigma among boomer women by focusing on the nutritious components of their Simple Pleasures snacks. In a campaign created by Zig that includes print, TV spots and a partnership with W network and Viva, Dare is touting the zero cholesterol, non-trans fat and high calcium components of the cookies.

‘Most women view cookies as an unhealthy snack, says Cathy Haynes, brand manager, Dare Foods. ‘We wanted to draw a parallel between the reinvention that many boomer women go through and our reinvention of Simple Pleasures,’ she tells MiC.

The TV spot is airing on national specialty stations, including Bravo, Discovery Health, CMT, Canal Vie, Series Plus, MuchMore and Diva, among others. Print ads are running in magazines like Chatelaine, More and Zoomer. The media buy runs for 13 weeks and was handled by The Media Company and Active International.

In a unique partnership with Corus Television’s Viva and W networks, the stations will host movie events (airing flicks like Sense and Sensibility and Miss Congeniality) for the next four weeks with a contest to help viewers reinvent their lives. Women are invited to share their stories of reinvention and the winner will receive $4,000, which can be used for a life coach, financial planner, fitness consultant or other life specialist. Commercials use a six-degrees-of-separation-like connection, for instance: ‘This is a Simple Pleasures cookie, it has no cholesterol. That’s good for your heart, you know what else is good for your heart? Finding true love like in Sense and Sensibility.’