Mother changes name to Grandmother for festive season to rebrand old age
Creative agency Mother is changing its name to Grandmother for the month of December as part of its ambition to rebrand old age, both in the eyes of advertisers and consumers throughout the holiday season.
Mother's new identity as Grandmother will be held for the month of December 2016
“Christmas can be a lonely time for the elderly, so Mother want to make sure they aren’t left in the cold this holiday season,” the agency said in a statement.
To raise awareness of the problem the agency will rebrand internally, replacing photos of its employees’ mothers at its reception with ones of their grandmothers.
It will also run a series of initiatives including: a Grannie's phone line, where people can call in to hear older women read racy literature; naughty knitted tweets that will be auctioned off; and a bake sale in order to raise some money for local charities along the way.
It’s a matter close to the heart of Mother, which believes that most advertising either ignores or patronises the older generations. As such it has launched a number of campaigns featuring older role models – including an ad for No7 fronted by 52-year old ballerina Alessandra Ferri – to break the conventions of advertising.