PZ Cussons launches campaign to help mums through their ‘biggest learning curve’
‘Motherhood Understood’ was the concept at the heart of the broadcast campaign, designed by TBWA\Manchester, to launch PZ Cussons’ new mother and baby range.
Cussons Mum & Me has been the first brand to specifically cater for mums ‘every step of the way’ and so the campaign was created with the aim of establishing Cussons Mum & Me as the go-to brand for mums of all stages and ages.
Centred on a TV advert, the campaign subverts the stereotypical image of the perfect mother and takes a more down-to-earth positioning. It has offered a candid snapshot into the experiences of a new mum, showing the realities of motherhood.
In addition to the TV shot, which launched 13 August 2012, TBWA\Manchester developed a series of press adverts, online content and an e-CRM enabled website to deliver above the line support.
Fergus McCallum, CEO at TBWA\Manchester, has commented on the campaign: “Subverting the idea of the ‘yummy mummy’ that’s been popularised by the media, our approach was to show the realities of motherhood, and that includes the trials and tribulations as well as the joyous times. The campaign encapsulates what it truly means to be a mum and all the funny, baffling and wonderful moments that go with it.”
Content created with:
TBWA\London
Find out more