On the tails of a night of eye-peeling television advertisement watching, the mom marketer in me is stuck somewhere between giving pats on backs and putting people in time out.
The first commercial of the Super Bowl following the National Anthem was for … wait for it … Avon. Avon? As you can imagine, the men in my family room weren’t necessarily taking note. I think rather than spur makeup and jewelry party chatter, that Avon spot gave the guys a hall pass to the kitchen where the Bud Light sat awaiting some attention. For me, though, that Avon spot, so carefully placed at the pivotal moment between anthem and kick-off was the manifestation of what we know from research: that women are indeed in charge at home. We are the spenders. We are the decision makers. And we are watching sports, too, especially when we can make an event of it because we are the ones responsible for the family’s fun and togetherness. We organized the parties, we bought and prepared the snacks, we cleaned with our household products (although you know that at the Hawks house, Hubby and I cleaned together).
Yes, we females were marketed to in the Super Bowl! New proof we are slowly taking over world domination! And putting the ever-so-obviously-female Avon ad aside for a moment, women weren’t necessarily left out of the rest of the equation last night. Budweiser did its thing to capture its softer side with a horsey love story. Pedigree depicted women and some beloved, though oversized pets.
The problem, for me, was that while women were given some advertiser love, moms weren’t. Yes, women like animals. (Alert the media!) But what are moms looking for, separate from women generally? According to national researchers, like those at the Marketing to Moms Coalition, there are big differences. Last night’s major ad players didn’t seem to care.
Where were the funny mom moments? The spit up? The poop? If I’ve learned one thing from motherhood, particularly as a mom of toddler boys, it’s that bodily functions can be funny. (And sometimes those functions best be funny just so you don’t kill yourself.) And if I’ve learned one thing about marketing to moms, it’s that moms want more mom-centric humor in advertising. They want to know that advertisers understand their trials and tribulations in a humorous way, a way that includes kids, and that acknowledges the many hats moms have to wear.
So, I lift my Budweiser to you, advertisers. May you become a little more intimately familiar with me – and all my world-dominating mommy cohorts – before next year’s big game.
Thank you for listening. Apology accepted. Now give me a hug and time out will be over!