In Mexico, Maria's has become a generic to the category. The market is filled with similar, cheaper options with lookalike packagings which promote confusion. Many competitor's products lack key ingredients (such as milk or vitamins) that are Gamesa's main differentiator.

Marías Gamesa is a brand that has been in the market for more than 100 years accompanying Mexican mothers. But in the last years, its relevance fell, being identified as a traditional brand. The challenge was to increase once again its preference and affinity, especially in young mothers, as well as strengthening its leadership and value proposition in the face of similar offers at more affordable prices.

So, we reconsidered our positioning to meet the needs of the new context, audience, and the business, seeking for a solid north that would guide the brand's actions and products in the future.

"Imperfect Motherhood" shows universal truth for moms: they cry when they can't handle something anymore, but hide their tears because they are a sign of weakness and they were taught they must be able to cope with everything.

This insight comes to life from the innocent gaze of their children, who recognize them as a symbol of power but, at the same time, add more pressure on them.

We used water as a metaphorical element to relieve and show the accumulated pressure that mothers experience and its release through crying, helping the body to recover from strong emotions and releasing hormones of happiness. On the other hand, since ancient times, water has served as a purifying element to heal the body and soul.

The stories we see, represent different stages of motherhood, designed for thousands of moms who dare to show their vulnerabilities to us.

The conversation in Mexico about real motherhood is led by organizations or content creators. However, both mass media and advertising still project an idealized and stereotyped mother. Marías is committed to showing real and close motherhood, as well as the emotions that they sometimes hide and live in solitude.

For our positioning and discourse to be in line with the current context and respond to the real needs of mothers, we set out to free them from the constant pressures and resignify the narratives of the stereotyped motherhood that abounded in the media. We shifted the focus of conversation, showing motherhood as it is: a stage of life filled with emotional ups and downs, where moms are looking for empathy and support, rather than just another opinion on how things should be.

We launched an emotional video hero that brought to life the rollercoaster of emotions that moms experience daily. This film lived on key social media for moms: YouTube and Vix. Subsequently, short versions were adapted with different scenes of everyday situations targeted depending on the interests and consumption habits of our audiences, on platforms such as Open TV, YouTube, TikTok, Instagram, Facebook, etc.

In social media we changed the communication tone and adapted our discourse using humor and irony in more daily situations reinforcing the idea that, regardless of the age of the children, this stage of life is imperfect. In addition, we promoted the participation of moms in different content.

It was so successful that the mothers commented on their reactions and opinions regarding our statement, reinforcing their identification and pleasure in making visible the emotions they experience daily.

With only 25 days on air, Imperfect motherhood has opened social conversation, positioning Marías as a brand that understands motherhood pressures:

- +3.5pp Ad-Recall vs benchmark LATAM.

- +5pts Brand Differentiation (vs norm)

- 67MM Users Reached (+67% vs previous campaign)

- +270MM Impressions (+2x vs previous campaign in the same period)

- +109.7MM views (28MM above PepsiCo-Mexico-Foods benchmark)

- 75% VTR (+31pp vs benchmark LATAM)

- 316k clicks.

- 3.11% CTR (+0.9pp vs Brand benchmark)

- 628k Interactions (+53% vs previous campaign)

- 86% Positive Sentiment.

- 70% Overall emotion (+30pp vs norm)

- +10k New Followers on SMM (young moms 25-34Y.O.)

- 82% thinks the campaign reflects Mexican mom's reality

- 81% of comments expressed consumers brand preference.

- Moms consider that Marías is a brand that understands them (+14% vs. norm)

- 65 posts earned across 28 different media. 9.6M earned impressions. $179,553 USD Ad Equivalency.