THIS WEEK’S NEWSLETTER

PRESENTS

BRANDS &
MOTHERS’
DAY
BY BRANDWAGON, DELHI
WHAT BRANDS HAVE
DONE OVER THE YEARS
TO SHOW LOVE TO
MOTHERS
(SUPERHEROES)
HERE ARE OUR
FAVOURITES
1. PROCTOR & GAMBLE

In 2012 London Olympics, P&G rolled out the

biggest campaign with the “Thank You Mom”
initiative. The new ad was shot on four continents
and features local actors and athletes from each
location–London, Rio de Janeiro, Los Angeles, and
Beijing. It focuses on one mother in each location
raising a young athlete and all the work that goes
with it.

At the time of going to print, it had a massive

323,229 views on YouTube and was cropping up on
several Facebook walls and timelines. Again,
there's a clear focus on marketing targets amid all
the heart-warming moments and mother-child
bonding.

Watch the ad - Here

Source - Here
2. NIVEA

In 2017, Nivea, Netherlands crafted 40,000 silk

mousse bottles with a special DIY packaging. The
idea was to encourage children to decorate and gift
it to their mothers on Mother’s day.The genius touch
of a “personal Emotional Connect” through their
product was immensely successful.This was a social
media savvy campaign that generated plenty of free
user-generated content for Nivea (mums were,
naturally, pretty keen to share images of their
homemade gifts on Instagram). The message behind
the campaign (it’s the thought that counts, not the
value) also aligned with Nivea’s brand values,
depicting Nivea as a dependable and family-friendly
brand.

Watch it - Here
3. BODYSHOP

‘Mother’s Day at the Palace’ was a spoof campaign

by Mr President for the Body Shop in the UK. Using
lookalike artist Alison Jackson and other actors, the
campaign showed viewers what a typical Mother’s
Day at Buckingham Palace might look like. In the
very funny video, a fake Prince Charles and Camilla
prepare breakfast for the Queen, while also bathing
the corgis and struggling to wrap a “keep calm and
reign on” notebook. The tagline was: “Treat your
mum like a queen this Mother’s Day”.

Watch it - Here
4. GOOGLE

Emotion is one of the most powerful drivers of

Mother’s Day ad campaigns.
In Google’s 2019 #HeyMom campaign, we see the
many ways kids of all ages turn to their moms for
help, advice, and everything in between. The feeling
of knowing you can count on a mother’s advice
provides a nice parallel for how we turn to Google
when we have a question.

Google took it a step further, though, by

encouraging viewers to get involved. They shared
the video ad on Twitter, asking followers, “What’s
your favorite #HeyMom story?” and even
responding directly to some who left comments.

Watch it - Here

Source - Here
5. KRAFT

Kraft crafted a very witty ad to showcase how moms

are perfect in their imperfections. It shows how
stressful a mother’s daily life is and it is ok for her to
be herself and react in the most natural way. Yet a
mother holds everything back in order not to put a
bad influence. In this campaign, the mothers are
encouraged to be themselves and let it all out. This
creative ad is sure to make your day !

Watch it - Here
RESEARCH TEAM :

Munmun Mohanty | Kopal Jaiswal | Jaisika Singh

Mobile: +91 8637239922 | +91 98118 34836 |

+91 8287856838

E-Mail: brandwagon@iift.edu