Chemistry.com Reinforces Formula With $40m Effort

BRANDWEEK -- Mar 30 --  This year, the two-year-old Chemistry.com is continuing to promote itself as "a progressive, non-judgmental brand", said Mandy Ginsberg, gm/vp of Chemistry.com. On April 14, the brand is launching a $40-plus million campaign centering around four new TV spots. The ads feature different couples, including one homosexual couple reciting mock wedding vows. The campaign will run primarily on cable stations such as Bravo, Food Network and TNT. Chemistry.com spent $21m in measured media in 2007, per Nielsen Monitor-Plus. FULL ARTICLE @ BRANDWEEK