Soaps, like all businesses, live and die by consumer response to a product, yet it’s up to consumers to communicate their degree of (dis)satisfaction. And while email complaint letters certainly get noticed, it’s the more grandiose gestures that usually succeed in eliciting a response.

That’s why I’m advocating in favor of a Jericho-style "Nuts" campaign targeting CBS/P&G, only in  this instance I propose using Hershey’s Kisses. They’re great because:

1) everyone can afford to send at least one Hershey’s Kiss to CBS (the stamp will cost more)

2) the symbolism is obvious

3) Kisses are not a P&G product. (although I do wish Hershey scored higher on HRC’s Corporate Equality Index).

Kisses can be sent to:

Barbara Bloom
Senior Vice President, CBS Daytime Programs
c/o CBS-TV
7800 Beverly Blvd.
Los Angeles, CA 90036
(323) 575-2345

I just shipped a case that I ordered through Amazon.com, accompanied by this note: Dear Ms. Bloom: I hope that the good folks at CBS will soon enough find the courage and decency to show ATWT's Luke & Noah sharing another kiss. Happy Holidays!