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Yoplait targets mothers with a message of empowerment

23.06.2017 Food : Advertising : Marketing
Mom On by Yoplait and 72andSunny, US

US – The yoghurt brand’s latest campaign advises women to ignore negative comments about their approach to parenting.

Created by agency 72andSunny, the tv ad examines the culture of mother-shaming and asks women to ‘do what tastes right’ rather than succumb to peer pressure.

The ad presents a series of choices faced by every mother, such as whether to breast or bottle feed their children, work or stay at home. It also pokes fun at food fads that have filtered down from the mainstream into the children’s food sector. ‘It’s not made with cage-free Norwegian hemp milk,’ asserts one of the women in the ad as she holds up a pot of Yoplait.

‘When we talk to moms, judgement, especially on social media, comes up frequently,’ says Susan Pitt, senior marketing communications manager at Yoplait co-owner General Mills. ‘We want to surround moms with support and encouragement.’

The Big Picture

  • Brands are increasingly standing up for what they believe in rather than conform to popular opinion to engage consumers. Read our Backlash Brands macrotrend to find out more
  • In line with Anti-authenticity Marketing, Yoplait is steering clear of the wellness zeitgeist to speak to consumers in a frank and honest way