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SAMPLE CONSUMER INSIGHTS - Subscribe to access 8,860 more

Unabashed Motherhood

Campaigns reflect on raw motherhood experiences for authentic appeal

Trend - Choosing not to sugarcoat the real life experiences of what it means to be a mom, brands are shedding light on the more challenging aspects of raising children. From referencing the physical impact of giving birth to the stress that comes with taking care of newborns, these examples are showcasing the everyday rituals and responsibilities of parents.

Insight - For women in particular, carrying and raising a child is a rewarding but grueling process. Though progress in equality has been made, North American women still carry the greater burden of childcare in two-parent homes, on top of responsibilities like home upkeep and professional development. Brands that tap into this often under-served demographic are able to appeal via authenticity--by speaking to the realities and triumphs of modern day motherhood rather than glamorizing it.
Workshop Question - In what ways can your brand better tap into the rituals and challenges of your core consumer?
5 Featured, 33 Examples:
56,500 Total Clicks
Date Range:
May 17 — May 19
Consumer Insight Topics:

Featured Examples

Authentic Post-Childbirth Campaigns
Authentic Post-Childbirth Campaigns
Mothercare's Newest Campaign Champions 'Body Proud Mums'
The media is full of content that shares how quickly various celebrities have “bounced back” after pregnancy but many women are growing tired of these messages—and with its newest... MORE
play_circle_filled Messy Mother's Day Ads
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
Redefined Motherhood Campaigns
Redefined Motherhood Campaigns
Elvie's 'A Mother and More' Campaign Updates an Outdated Image
For Mother’s Day this year, Elvie created the ‘A Mother and More’ campaign and portrait series that showcases the dual identities of women and mothers, all the while updating tired... MORE
play_circle_filled Authentically Documented Motherhood Campaigns
Authentically Documented Motherhood Campaigns
Dove's Beautifully Real Moms Campaign is Unfiltered
Baby Dove’s Beautifully Real Moms campaign is authentically documenting motherhood like never before. The brand employed six Pulitzer prize-winning women photo journalists to spend three days... MORE
play_circle_filled Chaotic Mother-Celebrating Commercials
Chaotic Mother-Celebrating Commercials
Walmart's Ode to Motherhood Erupts in Complete Chaos
Walmart’s An Ode to Motherhood is a heartwarming three-minute ad spot that celebrates the beautifully chaotic experience of raising child. Prescription lenses, dirty diapers, sleep... MORE

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Related Examples

play_circle_filled Honest Parenthood Campaigns
Honest Parenthood Campaigns
WaterWipes' 'This is Parenthood' Shares the Realities of Parenting
Parental Graphic Novels
Parental Graphic Novels
'Raising Rihaan' is Written as a Millennial Parenting Guide
Millennial Motherhood Publications
Millennial Motherhood Publications
Millennial Mom Magazine Highlights Fashion, Lifestyle and More
play_circle_filled Mom-Friendly Fitness Tips
Mom-Friendly Fitness Tips
YouTube's Naturally Britanny Shares Her Stay At Home Mom Workout Routine
play_circle_filled Reality Star Parenting Channels
Reality Star Parenting Channels
'Moms With Attitude' Stars Jersey Shore's Snooki and J-WOWW
Co-Working Childcare Spaces
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'The Little Wing' Offers On-Site Babysitting for The Wing Members
Hot Cocoa Candies
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Branded Multi-Sensory Hotels
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Silent Wireless Breast Pumps
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Charlie Engman's Mom Photo Celebrates Kathleenn McCain Engman
Celebrity-Headed Fashion Campaigns
Celebrity-Headed Fashion Campaigns
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This Pilot Project Lets You Take Self-Driving Waymo Cars to Walmart
Pistachio Shell Jewelry Designs
Pistachio Shell Jewelry Designs
Belle Smith Channels the DIY and the Sustainability Movements
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Handmade Rainbow Wall Art
Mandi Smethells Draws on Color Combinations for Her Whimsical Designs
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Summer Infant's M.O.M Squad Depicts Moms as Heroes
play_circle_filled Relatable Mother's Day Ads
Relatable Mother's Day Ads
Teleflora's 'Just Like Her' Ad Celebrates the Traits Mothers Pass On
play_circle_filled Historic Mother's Day Ads
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The 'All Hail the Carhartt Woman' Ad Celebrates Working Women
play_circle_filled Motherhood-Celebrating Apparel Ads
Motherhood-Celebrating Apparel Ads
Gap's 'Mama Said' Ad Stars a Lesbian Couple and Their Children
Mother's Day Doughnut Bouquets
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Tim Hortons is Offering a Quirky Faux-Floral Arrangement for Moms
play_circle_filled Profanity-Laced Mother's Ads
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Kraft's 'Swear Like a Mother' Ad Uses Humor to Celebrate Mother's Day
play_circle_filled Fried Chicken Romance Novellas
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'Tender Wings of Desire' is a Mother's Day Promotion from KFC
play_circle_filled Resilient Mother Campaigns
Resilient Mother Campaigns
The Flower Service 'Teleflora' Released a Powerful Ad About Mothers
play_circle_filled Phone-Lensed Mother's Day Ads
Phone-Lensed Mother's Day Ads
Apple's Compelling Mother's Day Campaign is Shot on iPhones
Empowering Mother's Day Commercials
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Walmart Mexico's #CelebraSerMujer Campaign Appreciates Moms