Yoplait targets mothers with a message of empowerment
Mom On by Yoplait and 72andSunny, US

Yoplait targets mothers with a message of empowerment

US – The yoghurt brand’s latest campaign advises women to ignore negative comments about their approach to parenting.

Article/21485 7a4
Mom On by Yoplait and 72andSunny, US

US – The yoghurt brand’s latest campaign advises women to ignore negative comments about their approach to parenting.

Created by agency 72andSunny, the tv ad examines the culture of mother-shaming and asks women to ‘do what tastes right’ rather than succumb to peer pressure.

The ad presents a series of choices faced by every mother, such as whether to breast or bottle feed their children, work or stay at home. It also pokes fun at food fads that have filtered down from the mainstream into the children’s food sector. ‘It’s not made with cage-free Norwegian hemp milk,’ asserts one of the women in the ad as she holds up a pot of Yoplait.

‘When we talk to moms, judgement, especially on social media, comes up frequently,’ says Susan Pitt, senior marketing communications manager at Yoplait co-owner General Mills. ‘We want to surround moms with support and encouragement.’

The Big Picture

  • Brands are increasingly standing up for what they believe in rather than conform to popular opinion to engage consumers. Read our Backlash Brands macrotrend to find out more
  • In line with Anti-authenticity Marketing, Yoplait is steering clear of the wellness zeitgeist to speak to consumers in a frank and honest way
Discover More News
Dehydrating Book highlights the global water crisis

News

Dehydrating Book highlights the global water crisis

Water for People, Edelman and Toronto studio The Gas Company have designed a book that can only be read when wet.
Books : Design : Climate Crisis
Foresight Friday: Fiona Harkin, director of foresight

News

Foresight Friday: Fiona Harkin, director of foresight

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, director of foresigh...
Foresight Friday : Ff : US Economy
Stat: HNWIs in China shift toward luxury travel rather than possessions

News

Stat: HNWIs in China shift toward luxury travel rather than possessions

China’s wealthy elite are increasingly prioritising cultural and immersive luxury experiences over traditional material possessions, according to a...
Stat : Statistic : China
SmartSKN introduces AI-powered customised Korean skincare

News

SmartSKN introduces AI-powered customised Korean skincare

South Korean beauty company SmartSKN has launched K-OWN, an AI-driven skincare platform that uses real-time diagnostics and on-demand manufacturing...
AI Skincare : Skincare : AI In Beauty
Stat: US parents are embracing digital fashion resale

News

Stat: US parents are embracing digital fashion resale

The second-hand market is becoming an essential parenting tool, driven by financial pressures and digital convenience.
Shopping Habits : Thrifting : Secondhand Selling
McDonald’s Japan and girl group XG team up for fandom feast

News

McDonald’s Japan and girl group XG team up for fandom feast

McDonald’s Japan has launched Fandom Feast: McDonald’s Live Party (#リアタイマクパ), an interactive experience blending fandom culture with mobile ordering.
Japan : McDonald's : McDonalds
Skinny Mobile clones its happiest customer to star in AI ads

News

Skinny Mobile clones its happiest customer to star in AI ads

Telecommunications company Skinny Mobile has digitally cloned its happiest customer, Liz Wright, turning her into an AI-powered brand ambassador fo...
Advertising : AI : Skinny Mobile
Danish grocery chain introduces new hack for boycotting US products

News

Danish grocery chain introduces new hack for boycotting US products

Grocery giant Salling Group is introducing a black star symbol on price tags to highlight European brands
Retail : Grocery Shopping : Denmark
Stat: India’s digital media surpasses tv for the first time

News

Stat: India’s digital media surpasses tv for the first time

Indians spent a staggering 1.1 trillion hours on their smartphones in 2024, averaging five hours daily.
India : 5G : Statistic
Estée Lauder claims Advanced Night Repair mimics beauty sleep

News

Estée Lauder claims Advanced Night Repair mimics beauty sleep

Estée Lauder is harnessing the viral appeal of beauty dupes with its latest campaign, positioning its Advanced Night Repair serum as the ultimate s...
Estée Lauder : Beauty : Retail
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN