Realistic Motherhood

Brands are swapping the "perfect mother" trope for a more realistic approach

For decades, advertising towards mothers has placed unrealistic expectations on them, creating a "perfect mother" model that defies actuality. Brands are beginning to acknowledge the falsities they have been pushing, and are now representing more realistic images of motherhood. This shift follows the rise in mothers with personal brands who have been able to represent their reality on their own terms, with companies realizing they must replicate the more authentic approach of these emerging influencers.
SCORE 6.3
Popularity
Activity
Freshness
Megatrends
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38,066 Total Clicks
Dec 16 - Aug 17
Recent and Mild
MarketingBusinessLifestyle
Featured Examples
Profanity-Laced Mother's Ads - Kraft's 'Swear Like a Mother' Ad Uses Humor to Celebrate Mother's Day
SCORE 8.6
This Year and V. Hot 989 Clicks Pub: May 5, 17
Profanity-Laced Mother's Ads
Kraft's 'Swear Like a Mother' Ad Uses Humor to Celebrate Mother's Day
Kraft Mac & Cheese’s ‘Swear Like a Mother’ campaign seeks to satirize the role of being a mother, and the frustrations that can come along with it. The advertisement is... [More]
Messy Mother's Day Ads - Brawny Gave Children Snapchat Spectacles for Its New Mother's Day Ad
SCORE 8.2
This Year and Hot 446 Clicks Pub: May 11, 17
Messy Mother's Day Ads
Brawny Gave Children Snapchat Spectacles for Its New Mother's Day Ad
In order to give viewers a unique perspective on what being a mom is really like, the paper towel brand Brawny decided to strap some Snapchat Spectacles to real kids for its messy Mother’s Day... [More]
Resilient Mother Campaigns - The Flower Service 'Teleflora' Released a Powerful Ad About Mothers
SCORE 4.1
This Year and Average 111 Clicks Pub: Dec 14, 16
Resilient Mother Campaigns
The Flower Service 'Teleflora' Released a Powerful Ad About Mothers
In order to campaign for Mother’s Day this year, the flower wire service Teleflora decided to create an uplifting ad that celebrates all the various roles and responsibilities that mothers have.... [More]
Maternal Wine Branding - 'Mommy's Time Out' is a Humorous New Wine for Mothers
SCORE 4
This Month and Mild 76 Clicks Pub: Aug 8, 17
Maternal Wine Branding
'Mommy's Time Out' is a Humorous New Wine for Mothers
Mommy’s Time Out Wine recently expanded its collection of wine for mothers with ‘Mommy’s Time Out Prosecco.’ The all-new wine for mothers is described as fresh and fruity,... [More]
Crude Celebrity Mother Commercials - The #HBOlikeamother Campaign Features Celebrities' Moms
SCORE 3.3
This Year and Mild 341 Clicks Pub: May 12, 17
Crude Celebrity Mother Commercials
The #HBOlikeamother Campaign Features Celebrities' Moms
The #HBOlikeamother Twitter campaign and accompanying commercial features famous people’s mothers to promote the HBO brand in time for Mother’s Day. Created by the agency Mekanism, HBO&#... [More]
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