Understand, recognise, empower: lessons in marketing to mothers


WARC’s Chiara Manco looks at brands that earned awareness and loyalty among mothers through relevant and helpful communications.

According to a recent UK study looking at family dynamics under lockdown, it is mothers who face the most pressure in the struggle to balance work and family life. Working in sectors more likely to be affected by lockdowns and often bearing the brunt of domestic chores and childcare, mothers ‘take on the mental load’ of both work and home life.

Now more than ever, mothers will appreciate brands that support them and make life easier for them. Here, we look at brands that have invested in empathetic communications that added value to mothers’ lives, whether by offering tangible help or expressing appreciation.

Puck and Tang: understanding the everyday

Sometimes, offering a hand with some of the small everyday struggles can go a long way. In the Philippines, powdered drink Tang repositioned itself as a way to make water tastier, in turn helping mothers keep their children hydrated. With its candid and all-too-real portrayal of motherhood, Tang’s work didn’t only help mothers with the task at hand, but made them feel understood.

The relatable ads outperformed competitors in cut-through and scored above average in brand metrics such as likeability, affinity and persuasion. The work of Ogilvy and SOHO Square Philippines, the campaign also helped Tang fight a decline in sales, generating an 18.15% sales volume growth.

About Author

Chiara Manco

Assistant Editor, Case Studies at WARC

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