The campaign, created by Mutato, exalts freedom and the different ways of being a mother, in addition to celebrating the steps of motherhood
Ipanema, a Grendene brand, launched its Mother’s Day campaign, with the motto “Perfect is the mother” and which aims to reflect on motherhood.
The campaign, created by Mutato, exalts freedom and the different ways of being a mother, in addition to celebrating the steps of motherhood and counting on the presence of influencers Michele Passa, Pam Nascimento and the couple Cristina Vidigal and Natalia Duarte de Oliveira.
“Being a mother, for me, is being vulnerable to the most unknown feelings and understanding that there is no right or wrong. There is a mother, doing and being the best possible”, said Pam Nascimento.
For the couple Cristina Vidigal and Natalia Duarte de Oliveira, mothers of Benício and Theo, each mother has her own way of mothering based on her references, her instincts and all of them are perfect in their own way. “Motherhood is a constant discovery, we are always looking to do our best and it doesn’t always work. Sometimes things don’t go as we would like, but we are perfect, because we do everything with our heart”, highlighted Cristina.
In addition to the campaign, Ipanema also launched the podcast “Nada Além do Simples”, led by author, youtuber and influencer Isadora Ribeiro, which aims to broaden the view of what it means to be a mother.
The brand also prepared a sticker using the Instagram tool “Use a sua”, which seeks to highlight that mothers do the best they can based on their possibilities and live this experience from different perspectives.
“It is essential for us that this affectionate look, of care for those who take care of us, cross each stage of our strategy. This involves giving visibility to the work that these mothers have in addition to motherhood itself”, concluded Daiane Fischer, brand and communication manager at Ipanema and mother of Lorenzo.
