Brazilian women take a sip of courage and confess, in a good-humored tone and without fear of judgment, the pains and delights of motherhood
Being a mother is suffering in paradise, and everyone seems to agree with this popular saying. So much so that some agreed to tell their deepest secrets in a booth set up last weekend by Guaraná Antarctica at Ibirapuera Park, in São Paulo (SP).
A mother off at work and her teenage son running around the house, calling her every five minutes. What to do? “I said I was going to leave for a last minute job and I went for a walk with a friend, without giving much satisfaction, just to have a few hours of peace”, said, laughing, one of the hundreds of women who passed by the booth ‘Confissões de Mãe’ . The action, which celebrates Mother’s Day, spread to other regions of Brazil in a series of initiatives that encouraged and continue to encourage mothers to reveal the real, and at the same time comical, side of motherhood.
In São Paulo, the stories were told in a relaxed and welcoming environment. Upon arriving at Ibirapuera Park, the mothers were invited to enter the cabin to “confess”. In front of them, on a screen, a recorded video was shown with one of the influencers of the campaign who, drinking Guaraná Antarctica and eating popcorn, interacted as if she were a friend paying attention. On the way out, the mothers won a polaroid photo and chose a gift to take home.
For Tetê Chaves, head of marketing at Guaraná Antarctica, good humor is the best way to experience motherhood with ease.
“There are things that only mothers understand. Mothers are human, therefore far from the ideal of perfection that permeates motherhood. We believe that everyone should know what these women experience, a journey with many perrengues in which it is also possible to laugh at themselves”, she says.
‘Confessions of a Mother’ in Brazil
In Belo Horizonte (MG), Guaraná Antarctica has been an outlet for Minas Gerais mothers to be able to say what they really feel, from mother to mother, with sincerity and good humor. Children’s favorite places also became mothers’. In playgrounds of malls involved in the campaign, mothers relaxed and gave their testimonials in the can. Some confessions ended up on banners hung around the city. The action also included the careful preparation of bus stops with the colors and images of Guaraná, where mothers also told their stories.
In Rio de Janeiro (RJ), mothers from all corners of the capital were able to tell how they manage to “get by in their thirties” sitting on a kind of newsstand, set up in Guaraná Antarctica stands inside shopping malls. The campaign still continues with the exhibition of photos of mothers who recorded reports, stamped on totems in the same malls.
In Salvador (BA), Guaraná Antarctica will take a confessional, to be installed on the ground floor of Estação da Lapa on May 10th and 11th, to attract mothers who agree to take a sip of courage and share real stories never before told. In addition, it disseminated the digital movement ‘Confissões de Mainha’, shedding light on the confessions of mothers of influencers in the region. The idea was to listen to women who are characters in funny stories told by their comedian children.
In Curitiba (PR), mothers will be able to participate in a special campaign in three parts of the city. When asking for the check, the table will also receive an extra “surprise bill”, which in addition to giving a Guaraná Zero to the participating mothers, will also present vouchers for her and a companion to attend the stand-up comedy of comedian Mhel Marrer.
“This is a very rich material that we are gathering and that shows the diversity of experiences and daily challenges of Brazilian mothers. As Guaraná Antarctica has been present for more than 100 years in the lives of these women and their children, it was natural for us to ask them to tell us more about their experiences, showing that being a Brazilian mother is our thing”, concludes Tetê.
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