The campaign, signed by Soko, aims to put aside all the perfection and demands that revolve around mothers.
Guaran Antarctica launched its campaign focused on Mother’s Day, celebrated on May 14, when the brand invites mothers to “send the real thing” about the act of mothering.
The campaign aims to put aside all the perfection and demands that revolve around mothers and the emotional messages surrounding the date. With the piece, the brand seeks to defend what it means to be a mother and, for that, invited mothers to co-create the initiative.
The stories of these mothers were placed on the street, in external media, on social networks and on TV, with a campaign signed by Soko.
In addition, Guaran is also relying on actress and comedian Tat Werneck to start a chain of confessions with other mothers, which also includes influencers such as Tia M, Dani Choma and Gabi Coletti, which have become phrases spread around the city and stories on TV. The action gave rise to two films, available here and here, which represent this Brazilian mother very well.
Our challenge was to speak in a way that only Guaran could, creating a connection with the reality of motherhood, since this date is still very romanticized in the market. We chose to talk about situations that many mothers experience, which are tense and tiring, but after they pass (and everything is fine) we even manage to laugh. And being able to laugh in the middle of a day to day as intense as ours becomes a powerful tool of relief and identification with other mothers. I felt embraced for not being charged for perfection or celebrated just for giving my son total dedication”, explained Mariana Lerroy, mother of Francisco, Senior Strategist at SOKO.
The Guaran mother squad has the mission of sharing a series of contents to celebrate Mother’s Day.
There are things that only those who understand me, but that in reality everyone should understand. Our desire in this campaign was to listen to many mothers and share with everyone what we heard. Help normalize real mothering. We are in this campaign offering our partnership and a sip of courage from Guaran Antarctica so that everyone can feel good about laughing at themselves and sharing their questions so that we can laugh together, without fear of being judged, adds Tet Chaves, Director of Guaran Antarctica.
