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Brookside is targeting somewhat older women with a campaign centered around their "ballsy" pursuits, in a break from standard candy ads geared toward and starring younger consumers.

A campaign timed to break during National Women's History Month features successful mature females that Brookside paints, in its largely black-and-white ads, as ballsy women pursuing their own passions, often after spending many years working and raising families.

"They can kind of turn and focus on themselves and really start to look at what they want to do with the second half of their life," says Kriston Ohm, senior brand manager, Brookside, refrerring to both the women the brand covets as consumers and the women that appear in the ads.

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