One way Smucker's, the peanut butter and jam company, targets women (moms in particular) is by sponsoring figure skating. Its name is on the Stars on Ice show touring the country and it was front and center during the U.S. National Figure Skating Championships in Cleveland last week (makes sense--company HQ is in Ohio).
Checking out the Smucker's web site, I noticed a fun interactive called "Skate Superstar." It works much like the wildly viral Office Max "Elf Yourself" promotion. Upload a photo, click to choose a sparkly costume, and get ready to do a triple Axel (in pixels, anyway).
Good targeting online and on TV. Note to Smucker's advertising personnel: Please add a few new commercials into the rotation so loyal viewers don't get tired of the same old, same old.