TransParentcy

Brands connect with millennial parents through marketing transparency

Implications - As millennials begin to have children of their own, many of the values associated with the demographic are carried over into parenting purchases. In the hopes of building trust among young millennial parents, brands are highlighting a dedication to health and sustainability with comedic, honest representations of the complexities of modern parenting.
SCORE: 6.3
This Year and Mild Top 6 Examples: 8,822 Total Clicks Jul 14 - Jul 16
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DEMOGRAPHICS
Consumer Insight Topics: MarketingLifestyleLifeCommercials
Baby Food Brand Activations - Ella's Kitchen Hosted a Pop-up Event Featuring 150 Baby Consumers
SCORE: 7.5
V. Hot 6,262 Clicks Pub: Aug 11, 15
Baby Food Brand Activations
Ella's Kitchen Hosted a Pop-up Event Featuring 150 Baby Consumers
Organic children’s food brand Ella’s Kitchen recently held a pop-up event at Surrey’s Royal Botanic Gardens targeted at and starring 150 baby consumers. The playful event, entitled &... [More]
Realistic Parenting Campaigns - The Parenting Unfiltered Ad Shows the Difficulties of Raising Kids
SCORE: 7.2
This Year and Hot 727 Clicks Pub: Jul 29, 16
Realistic Parenting Campaigns
The Parenting Unfiltered Ad Shows the Difficulties of Raising Kids
Last spring, Plum Organics released an ad called ‘Parenting Unfiltered’ that takes a more honest look at the lives of new moms and dads. While many ads for baby products show happy, put-... [More]
Father-Anthem Cereal Ads - Peanut Butter Cheerios #HowtoDad Campaign is Hilariously Endearing
SCORE: 3.9
Untested 791 Clicks Pub: Jul 23, 14
Father-Anthem Cereal Ads
Peanut Butter Cheerios #HowtoDad Campaign is Hilariously Endearing
The Peanut Butter Cheerios #HowtoDad commercial is an anthem for fathers around the world. It goes through all of the awesome ways dads can be revered by their children as well as reasons why such... [More]
Comical Parenting Ads - Similac's Commercial Reveals the Realities of Competitive Parenting
SCORE: 4
Untested 664 Clicks Pub: Jan 29, 15
Comical Parenting Ads
Similac's Commercial Reveals the Realities of Competitive Parenting
This hilarious Similac commercial is being touted as one of the most “honest” parenting ads out there. Rather than taking an approach that’s simple and heartwarming from the start,... [More]
Parenting Baby Wipes - Tommee Tippee's 'Advice Wipes' are Made From Recycled Parenting Publications
SCORE: 4.7
Untested 221 Clicks Pub: Aug 19, 15
Parenting Baby Wipes
Tommee Tippee's 'Advice Wipes' are Made From Recycled Parenting Publications
As well as Tommee Tippee’s baby wipes being an essential part of cleaning up messes, the brand is also turning this infant product into a problem-solving parenting resource. The baby brand&#... [More]
New Dad Ads - Dove's Men+Care Commercial Captures Reactions to News of Becoming a Father
SCORE: 3.3
Untested 157 Clicks Pub: Jul 9, 15
New Dad Ads
Dove's Men+Care Commercial Captures Reactions to News of Becoming a Father
We’re used to seeing many heartfelt commercials from Dove that involve and target women, but this time the brand is shifting its focus to guys, specifically at the moment when they find out... [More]