Junto com a Mamy
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The campaign behind MamyPoko’s new positioning breaks away from category convention and puts the spotlight on the person behind all the caring: the mother.
The facts
- Group company
- D’OM Soluções Improváveis
- Published on
The work, as the group publishes it.
Maternal exhaustion is a reality for most women, and D’OM Soluções Improváveis built MamyPoko’s new positioning campaign from that starting point.
Breaking away from category convention, which tends to focus on the baby alone, the campaign “Junto com a mamy, até no nome” puts the spotlight on the person behind all the caring: the mother.
The idea sets out to dismantle the myth of perfection, embracing the doubts, the challenges and the imperfections of everyday family life.
The strategy ties emotional support to functional benefit: products that keep the baby dry all night give the mother the rest she badly needs.
In a human, close tone of voice, the brand restates its promise: mothers are never alone on this journey.
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