Mother’s Day is always a dangerous idea: It’s now Dad’s responsibility to organise the gifts! So to help navigate the minefield, B&T has put together a list of how brands have failed in the past to capture that Mother’s Day market.
According to IBISWorld, Australians spent an estimated $1.4 billion on Mother’s Day- an increase of 2.9 per cent from 2013. The average spend was $63.61 on your mum.
However some brand’s efforts to appeal to Mother’s Day shoppers has backfired. Take these marketing campaigns for example:
Desigual
Spain’s Mother’s Day is on the 4th May, in 2014 a Spanish fashion brand Desigual released an ad showing a woman poking holes in condom. She just really wanted to have a child for Mother’s Day!
https://www.youtube.com/watch?v=cYOAWXeH6QI&feature=youtu.be
Desigual stated on their blog that: “Piercing a condom can be an ode to motherhood. A symbol. A metaphor.” Desigual argued that the ad was meant to be “funny and taken lightheartedly…an invitation to dream, to fight for what we want and to make our own decisions.”
In reply to the outrage, the frames in which the woman is using the pin for the TVCs were removed.
Hooters
What a fantastic deal, bring your mum to Hooters on Mother’s Day and she’ll eat for free! Because that is what every mum wants on her special day: watching sports, drinking beer and looking at boobs. Wait a minute.
Maraya Bell, from blog Stuff Mums Like: “Don’t get mum something that you really want. She doesn’t want a box of Lego, a new Disney princess doll… Or that new cordless drill you saw at Bunnings!”
Plastic Surgery
An American plastic surgeon site says: Mother’s Day is a great reminder of how wonderful mum is. Mum is a title that is earned with a lot of work and sacrifice. Sagging breast and bulging tummies are no longer necessary part of motherhood. Restoring your figure may take more than exercise and a healthy diet. The ‘Mummy Makeover’ can bring you back better than ever.”
https://twitter.com/wakeplastic/status/465933263941668865
#MothersDay surgery special is happening now! Call to schedule your consultation to see if YOU can save 15%! #plasticsurgery #mommymakeover
— Wang Plastic Surgery (@WangPlasticSurg) May 5, 2015
#MothersDay is around the corner Look for our specials athttp://t.co/Fq3QLjEIz9
Stratis Gayner Plastic Surgery pic.twitter.com/MMyAol3iGo— Stratis Gayner (@FocusedForYou) May 1, 2015
We have a wonderful Mothers Day Package that will be on Sale Monday, April 25th thru Friday, April 29th! More… http://fb.me/viWp12zl
— WellsPlasticSurgery (@WellsCosmetic) April 22, 2011
Marney Rackley, from Marns The Mama: Don’t get mum “a gym membership….or anything cleaning related!”
Penguin Books
To celebrate Mother’s Day, Pengiun Books have launched a strange Twitter campaign with the hashtag #YourMum. Of course, the Twit universe has hijacked #YourMum with some fantastically rude jokes.
The original posts:
Attention Penguins! With #MothersDay fast approaching, we were wondering… what are you getting #YourMum?
— Penguin Books UK (@PenguinUKBooks) March 9, 2015
For the next hour (and every lunchtime this week), tweet us using #YourMum & we'll endeavour to provide gift (where gift = book) advice. Go!
— Penguin Books UK (@PenguinUKBooks) March 9, 2015
Thanks for pointing our #YourMum has an alternative meaning you guys! Now back to the books…
— Penguin Books UK (@PenguinUKBooks) March 9, 2015
Twitter’s brilliant response:
@PenguinUKBooks You're braver than we are, Penguin.
— Waterstones (@Waterstones) March 9, 2015
Your mum' s vibrator batteries have arrived #yourmum pic.twitter.com/HllKVrF4Dt
— The Poke (@ThePoke) March 9, 2015
The best thing about @PenguinUKBooks #YourMum campaign? They're doing it EVERY LUNCHTIME this week. Just like, you know, #YourMum
— rachelmillington (@rachmillington) March 9, 2015
https://twitter.com/jessbrammar/status/574923568229806080
https://twitter.com/LouisKarsenbarg/status/574925686588227584
Oops.
