And the 2014 Super Bowl Winner Is…GoldieBlox

Unbeknownst to most sports fans was a completely different Super Bowl competition being played out on the sidelines. Sponsored by Intuit, maker of QuickBooks, TurboTax, Intuit and Quicken software, the contest drew 15,000 small business contenders who vied for the chance to win a free 30-second spot during the big game last weekend.

And the Intuit winner was GoldieBlox, a startup that offers construction toys strictly for little girls. A Kickstarter-funded project, GoldieBlox was founded by Debbie Sterling, a Stanford-graduate engineer who was disturbed to learn that 89% of all engineers in America were men. Taking a walk through a toy store, Sterling noted that the “blue aisle” was lined with construction toys and chemistry sets, while the “pink aisle” had lots of princesses and dolls. Sterling vowed to redecorate the “pink aisle” with construction toys to send little girls the message that they could pursue a career in science, engineering, technology ad math too. San Francisco-based Sterling developed an interactive storybook series with a companion construction kit. The book’s heroine is a girl named Goldie who likes to invent mechanical things and seeks the assistance of the young reader to build them using pieces from the project kit.

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Global Ties

Preferred by über rich and famous men, E. Marinella neckties have been worn by aristocrats, global leaders, titans of industry and movie heart throbs. Founded in Naples in 1914, Marinella began as a tiny shop that catered to men with elegant taste and deep pockets. Throughout the 20th century, the family-owned business let its clientele from around the world beat a path to its Naples store, without spending a lira on advertising. Marinella himself (now the grandson) would advise customers on colors, patterns and measurements, and then have his artisans custom-make each necktie to each customer’s specifications. Only in the past decade has E. Marinella established boutique shops in a few fashion capitals outside of Italy. This has led to the launch of an advertising campaign telling elite clientele where its shops can be found. Playing off of the brand’s tagline “Since 1914, the taste of elegance,” the ads created by Footbite agency in Monza, Italy, feature neckties folded like an iconic food for which each location is known – Lugano chocolate, London tea, Tokyo sushi, Italian (Milan and Naples) espresso, and Parisian croissant. The campaign was art directed by Paolo Guidobono and Michele Sartori.

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