New research from Rutgers University says that a woman’s happiness is more important than her husband’s when it comes to keeping a marriage afloat. Meanwhile, more branded support systems have started to appear. Marketers are trying to help women help each other, specifically moms.
Walmart Canada has long been studying the role of Mom and how to talk to her, fully versed in the realities she faces every day. Every year, Walmart asks other moms (and the general public) to vote and recognize one mom as “Mom of the Year.” The program gives an outlet for Canadians to say thank you to moms in their lives, awarding one but appreciating all. It came to fruition after JWT Canada learned that Mom doesn’t always feel appreciated for all she does.
Now, a campaign for Children’s Motrin in the U.S. is encouraging moms to reach out to each other and ask for help and tips to make them unstoppable. Kelly Ripa is the spokeswoman for the “Unstoppable Moms” campaign, and she’s featured in a series of videos that aim to help Mom out in her daily life. This ensures the brand’s relevance is credible and not jarring. Brands are enabling the conversation and helping to make life a little easier and happier for Mom.
– Melanie Reiffenstein is the Manager, Brand Communications at JWT Canada. Follow her on Twitter here.
