The second part of Inspiring Women has arrived! With the aim of giving a voice to women in the market, this series invited three professionals who have overcome their challenges and are gaining prominence professionally. Missed the first? Check it out here!
Today, the conversation is with Sônia Ramos, founder of the Casa de Bolos chain (who never felt like smelling that cake?). She talks about women who inspire her, how she would like to be seen in publicity and challenges she has faced throughout her career.
DNAEWS: Do you feel represented by the female figures that appear in advertising?
SÔNIA RAMOS: As we know, each advertisement has a specific target audience, fulfilling its final role of impacting them and arousing interest. Of course, over time, brands have increasingly understood the importance of seeking to generate as much identification as possible, but it is important to keep in mind the objectives of each communication.
AD: Have you ever been reduced or compared to some female stereotype in advertising or throughout your career?
SONIA: I believe that every woman is unique and no matter how much they try to compare us, all it takes is a good cup of coffee and a slice of cake for people to get closer and get to know each other, understanding their particularities, flaws and emotions. This is precisely what we have been working on daily, with the aim of bringing people together and creating deeper and not superficial relationships.
AD: In your opinion, what are the biggest mistakes in advertising when trying to represent strong women?
SÔNIA: Every woman by nature is strong, not only the woman who works outside the home all day, but also the housewife, mother and wife who chooses to dedicate herself to the day to day of the home. That’s the beauty of freedom, so it’s important to understand the strength it has in each of us and know how to generate this identification.
AD: Are there any obstacles you faced throughout your career as a woman?
SÔNIA: Obstacles exist every day and for everyone, regardless of gender, but I believe there is a different view, for example, at the beginning, some came to suspect the potential of homemade cake and the possibility of large-scale production. It was also, at some point, a challenge to keep our cakes with the same quality and care that I used to make at home, something that, fortunately, we have been able to do with great success. There were many obstacles, but my biggest course was life, everything I know and learned was in practice, literally experiencing the phrase “hands on”, but in my case, on the cake!
AD: How would you like to be represented in advertisements and advertising campaigns?
SÔNIA: As a mother and as someone who showed that a woman’s place can be wherever she wants, even in the kitchen, after all, it was precisely there, with my belly on the stove, that I exercised my role and strength in building a brand that is present in thousands of homes across Brazil through our more than 400 stores.
AD: What comes to your mind when we say “strong woman”?
SONIA: A strong woman is one who has the freedom to choose her path and who understands that there are different standards of beauty and different types of identification, women who work outside the home, women who are committed to taking care of the house and family, in short, A strong woman is one who knows what she wants and runs in search of her goals, as I did back then, when I started our first store in Ribeirão Preto, in the interior of São Paulo, which today is consolidated in more than 180 cities.
AD: Has any woman inspired you to be the professional you are today? Who?
SONIA: Every woman I meet in life inspires me a little bit, we just need to pay attention to every simple gesture and attitude around us to observe the beauty that exists in us. Today, more than half of the stores in the Casa de Bolos chain are run by women, who strive daily to do everything with lots of love, affection and care. In all of them I learn a little and get inspired every day!
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The post Inspiring Women: Meet Sônia Ramos from Casa de Bolos appeared first on DNEWS.
