Hasbro’s doll brand Baby Alive has been promoting some relevant thoughts about affection, cuddling and equal gender on household chores in Brazil with its positioning 'We All Can Take Care.'
Since 2019, the brand has been breaking gender stereotypes by bringing the importance of a doll during the children’s development values such as empathy and respect between boys and girls.
The creative concept by Ogilvy Brazil has just been upgraded with a new ad campaign: 'The Ageless Care'. With this new positioning, Baby Alive celebrates the affection and empathy that last through generations. Mainly in Brazil, where the grandparents have a fundamental role on children’s life, as far as financial as emotional, the brand reinforces the importance of the care in every stage of the life.