O Boticário, with the short film ‘Tormenta’, created by AlmapBBDO, brings a narrative about dilemmas and stigmas of mothers of teenagers
Stereotypes are clichés used to create dichotomies that feed a type of behavioral malnutrition that violates the true role of something designed to gravitate towards an environment of respect.
Mom isn’t just about changing the address or being the queen of the home. It is above being just a business on a promotional date that seeks to generate more sales. But the movement that brands make to provide gifts for lunch on the second Sunday in May is worth it. It is the second date on the calendar, behind only Christmas. Mother, however, is not a commodity.
Serasa data shows that in 2023 the date increased sales by 3.7% in commerce. The Brazilian Association of Shopping Centers saw an increase of 7.6%. For the CNDL (National Club of Store Directors), last year’s revenue reached R$33 billion. It can’t be ignored. Optimistic market, predicts a more robust ticket in 2024. However, given the current speeches, there is little caution. And advertising is well aware of these risks. Opinion Box carried out research that shows that 49% of the sample has a negative stance on social media regarding the date, although 77% say they will put their hand in their pocket. A souvenir doesn’t hurt, does it?
Advertising agencies monitor the scenario very closely. AlmapBBDO, for example, created the O Boticário campaign with a disruptive tone, addressing the dilemma of mothers with teenage children.
The documentary ‘Tormenta’ leaves the merely marketing box to expose a reality check of this challenging phase that produces DRs with ups and downs in the family structure. The film is four minutes long, produced by MyMama and directed by KidBurro.
“This time, in addition to the concept, the innovation also came in the format, longer, metaphorical, and with a track chosen to fit the theme, as it has a strong appeal with young people, and touches the hearts of mothers and everyone who they were once teenagers”, ponders CCO Marco Giannelli, known as Pernil, from AlmapBBDO.
Marcela De Masi, executive director of branding and communication at O Boticário and mother of Gabriel, reinforces: “We are encouraging dialogues and deep reflections so that mothers, in fact, recognize themselves and, together with their children, chart a path of rediscovery , confidence and growth together. After all, the experience of motherhood is experienced every day, at all stages of life.” Marcela lives in Curitiba, travels a lot to São Paulo and received a promotion from O Boticário during her maternity leave.
Mother of Tom and Bernardo, Maysa Oliveira, head of customer service at AlmapBBDO, sees Mothers’ Day as an opportunity for agencies and advertisers to portray the transformations and new emerging values.
“I love what I do! I love this area, creating and connecting with people. This is part of who I am and makes me more whole to my son and family. Adopting several innovative approaches focused on human relations. At the same time, it is possible to take advantage of advances in artificial intelligence, the vast availability of data and other technologies to further enhance the idea. The use of data, for example, can help to better understand what are the points of dialogue, affection or tension in relationships between mothers and children – looking for patterns, conversations and behaviors that already exist, so that brands can also engage and help raise awareness themes that are inherent to anyone’s life, generating connection with the target audience”, says Maysa.
Paper
“As advertisers, what can we do to humanely and appropriately honor and celebrate women who play the vital role of ‘mother’?” The question and answer are from Jane Freitas Mündel, responsible for the marketing and market intelligence area at ESPM.
“As we move towards an increasingly connected and conscious society, advertising has the power to not only recognize motherhood, but more importantly, elevate its narrative in a contemporary context. Right now, brands have the opportunity to go beyond traditional clichés and embrace the multiplicity of experiences that mothers face. Instead of portraying them only as figures of affection and tenderness, in an idealized and stereotypical scenario, communication should highlight their strength, resilience and adaptation to the rapid changes that the world faces, alleviating guilt and celebrating the best mother that each one can be ”, emphasizes Joana, Felipe’s mother.
“Artificial intelligence and data can be powerful allies in personalizing such advertising messages. Brands can leverage these tools to create campaigns that recognize the diverse identities and challenges faced by mothers from different backgrounds, cultures, socioeconomic environments and circumstances. Advertising can be a platform responsible for validating and valuing your unique journeys and stories. Furthermore, we can portray the use of technology to promote meaningful connections between mothers and children, especially in a world where physical distances often separate families and cool relationships. Campaigns that encourage the use of video calling applications to bring together dispersed families, or that facilitate the sharing of special moments through digital solutions, can be a way to strengthen family ties on Mother’s Day”, adds Joana.
“Ultimately, advertising has the power to not only reflect but also shape social perceptions of motherhood in the age of digital transformation. By celebrating women as mothers in all their complexity and diversity, brands can play a significant role in building a more inclusive, empathetic and connected culture”, he concludes.
Data
According to Offerwise in research commissioned by Google, one in every five purchases of durable goods will be made in 2024 and 2025. It is not associated with the date of Mothers, but with the entire calendar. However, the consumer is in doubt and researching more about price and other details. Who knows, maybe some child will be excited to give a refrigerator, air conditioner or washing machine as a gift!
“Consumers who are exploring a new category need a lot of information and are researching a lot”, says Gleidys Salvanha, business director for retail at Google Brazil and mother of Sophia. “Retailers have the opportunity to take the lead in the purchasing journey and, with the help of data and artificial intelligence, better understand what these first-time buyers need and to bring this information to them”, said Gleidys.
Read the full article here