The miracle of motherhood is a common trope in advertising, but a Maltesers ad is taking a more realistic approach. But highlighting relatable but rarely talked-about aspects of being a mum, such as dealing with painful breastfeeding, the spot is aiming for authenticity. We explore the insights behind the ad.
Motherhood is an emotional and physical rollercoaster, a fact that Maltesers is highlighting in its campaign. The ad consists of two videos spotlighting relatable situations; in one, two women humorously open up about the painful side of breastfeeding, and in the second, a new mum jokes about her leaking nipples.
The ads were created after research found that 10% of women will experience mental health issues during pregnancy, or within the first year of giving birth, and 70% will hide or underplay the severity of their symptoms. “Through our advertising, campaigns, and partnerships, Maltesers aims to help women build resilience, by laughing together through the tough stuff,” says Leah Dyckes, Maltesers brand director.
In late 2020, Netflix was criticised for an advert that depicted new mums breastfeeding while at work, applauding them for their heroic efforts to balance their working duties with child care. Rather than seeing it as a celebration, many viewed these scenes as a harsh reality.
The stress of motherhood has been especially acute during the pandemic, with 43% of new mothers meeting the criteria for clinically relevant depression and a further 61% meeting the criteria for anxiety. Brands in this space would do well to highlight the realities women face as a result of societal expectations, rather than glorifying them for the activities that can negatively impact their mental wellbeing.
Precious Osoba is a junior behavioural analyst at Canvas8. Fascinated by the hows and whys of people and culture, she has a background in social sciences and a degree in marketing. You can often find her in aesthetically pleasing restaurants writing articles for her Medium profile.
