As the brand that understands mother’s concerns, Van Houten Cocoa aims to be a brand that gives mom her smile back by dispelling her worries about childrearing. We produced a documentary video which follows 4 mothers on YouTube. Our documentary portrays not only the reality and worries women face in childcare, but also interviews children to show mothers through their children’s eyes and how children think of their mothers, because their children see them very differently to the way they see themselves. This video dismantles the idea of the "perfect mothers" and instead, show that all kids need is love and positive presence-not perfection, and to regain their confidence in child-rearing.

We followed 4 mothers who were worried about the gap between the “ideal mother” and the “real me” to produce a documentary video, and posted the video on YouTube and our website. Our documentary portrays not only the reality and worries women face in childcare, but also interviews children to show mothers through their children’s eyes and how children think of their mothers, in answers to the question “What are the children really thinking?” It compares the feelings of mothers and their children to tell what really matters most. By telling those results to mothers who are concerned about the pressure to be a “good mom”, we helped those mothers to recognize their own efforts and the gap in their self-awareness, as well as the love their children have for them, and to regain their confidence in childrearing.

The video spread between mothers in the blink of an eye. It reached over 6 million views, and was introduced as a video worth watching on many TV programs and over 300 websites. We recorded 50,000 “likes” and over 8,000 shares on SNSs.

Over 1,000 comments flooded in saying “I was so moved that I couldn’t stop crying”, “It gave me courage”, “I want to hug my children right now”, and “This video made me want to try hard again”, and mothers even gave each other words of encouragement in the comment section. Through this video, we built our position as a brand that cheers on moms, by showing that children feel love and see the smiles, in spite of their mother’s worries. In total we achieved the benefits of $1.5 million worth of PR. Cocoa achieved 115% of sales in the previous year, as the item that puts smiles