Topic: Mothers
Type
The Courage to Advertise Without Female Stereotypes
How brands like Huggies, Tide and Target go beyond the clichés
Quick: picture a “mom.” Fifty years ago, advertisers and their agencies envisioned a domestic dervish spinning through her kitchen, preparing supper with one hand while waxing the floor with the…
Perspective: Bowl Game
Selling soup as a main-dish food isn't easy—and never was
If you could peer into the cupboards of every U.S. household, you’d find Campbell’s soup in 100 million of them (that’s 80 percent, by the way). Want that picture on…
The Mom Achiever
The hard working, highly educated mothers of today
This segment—mothers 35 to 45—can be summed up in a word: driven. In fact, these women are in overdrive. They’ve polished off advanced degrees, earned executive jobs and see mothering…
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