Unabashed Motherhood

Campaigns reflect on raw motherhood experiences for authentic appeal

Implications - Choosing not to sugarcoat the real life experiences of what it means to be a mom, brands are shedding light on messy, tough, challenging aspects of raising a child. From referencing the physical impact of giving birth to the pains and headaches that come with taking care of newborns, these examples are showcasing everyday rituals and responsibilities of parents as a way to not only reflect what life is really life, but also create a narrative with consumers that showcases the brands' understanding of their everyday afflictions.

Workshop Question - In what ways can your brand better tap into the rituals and challenges of your core consumer?
SCORE 7.3
Popularity
Activity
Freshness
Megatrends
Patterns
31,257 Total Clicks
May 17 - Feb 19
Just New and Average
MarketingLifestyle
Featured Examples
Authentic Post-Childbirth Campaigns - Mothercare's Newest Campaign Champions 'Body Proud Mums'
SCORE 9.2
Recent and V. Hot 510 Clicks Pub: Feb 26, 19
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]
Messy Mother's Day Ads - Brawny Gave Children Snapchat Spectacles for Its New Mother's Day Ad
SCORE 6.6
Warm 573 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]
Authentically Documented Motherhood Campaigns - Dove's Beautifully Real Moms Campaign is Unfiltered
SCORE 5.1
This Year and Warm 114 Clicks Pub: Nov 13, 18
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]
Chaotic Mother-Celebrating Commercials - Walmart's Ode to Motherhood Erupts in Complete Chaos
SCORE 4.4
This Year and Average 118 Clicks Pub: Aug 7, 18
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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