Marias Gamesa celebrates the beautiful chaos of being a mother

About This Project

Summary

Marias Gamesa is sharing authentic stories from mothers to combat unrealistic stereotypes. A survey of PepsiCo consumers revealed that 93% of Mexican mothers do not identify with the “perfect mom” portrayed in advertising. But many still feel the pressure to live up to that impossible standard. By offering a glimpse into their lives through ads featuring the message El Hermoso Caos De Ser Madre (The Beautiful Chaos of Being a Mother) this campaign shows that there is strength in vulnerability.

Goals & Objectives

Our goal was to bring attention to the mental and emotional well-being of mothers, who aren’t typically represented in realistic ways and often don’t receive the support they need. Putting the wide range of feelings they experience on display in a raw and honest way pays tribute to all they do.

Results & Impact

The Mexico-based campaign earned 1 billion impressions across print, TV and digital, raised brand awareness by 17%, and increased the positive sentiment of Marias Gamesa by 68% vs. Q1 2023. Eighty percent of Mexican mothers surveyed identified with our message and believed it mirrored reality.