“I love it when my son is sleeping”. This is one of the (many) confessions that every mother wants to make, but she doesn’t feel comfortable. That’s because there are many stereotypes and judgments when it comes to motherhood. To set aside all the perfection and demand that revolve around mothers and the emotional messages around Mother’s Day that reinforce old-fashioned standards, Guaraná Antarctica wants to defend that everyone should know what it is to be a mother and brought a challenge to the table: to be the mother’s partner, offering a safe place and a sip of courage for them to confess what they think, with a lot of humor, which is the most BR way of expressing themselves. For this Mother’s Day, this is the brand’s proposal because Mother who speaks the real is Our Thing!
To bring the genuine look of the BR mother, Guaraná Antarctica invited mothers to co-create the initiative along with the brand. And the contributions are huge: from real reports, participation in the creation of materials, creation of scripts and even directing the films. These mothers and their real stories take to the streets, in external media, social networks and now also on TV, in prime time during commercial breaks.
Tetê Chaves, Director of Guaraná Antarctica, adds:
“There are things that only those who are mothers understand, 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 Guaraná Antarctica so that every mother can feel good about laughing at herself and sharing her issues so that we can laugh together, without fear of being judged.”
To develop the initiative, created by SOKO, the brand was in contact with real mothers and influencers who helped bring insights into different ways of mothering, sharing their own experiences, insecurities and confessions in a genuinely BR way. And, with great humor, Tatá Werneck, presenter and comedian, began a chain of confessions with other mothers, which became phrases spread around the city and stories on TV. The action gave rise to two films that represent this Brazilian mother very well. Check out:
Mariana Lerroy, mother of Francisco, Senior Strategist at SOKO, highlights:
“Our challenge was to speak in a way that only Guaraná 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 held accountable for perfection or celebrated just for giving my son my all.”
And to start this story, Guaraná Antarctica, which has been on the side of Brazilians for over 100 years, invited the mother who represents this BR motherhood very well with humor, Tatá Werneck. The presenter started a chain of confessions that also includes influencers such as Tia Má, Dani Choma and Gabi Coletti. This squad of typically BR mothers has the mission of sharing a series of contents to celebrate Mother’s Day in the way that only Guaraná Antarctica knows how to do.
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