Nexcare targets millennial moms with tattoo-heavy photo exhibit

A new campaign from 3M’s Nexcare aims toconnect with millennial moms and change perceptions about what a mom should look like.

The bandages and wound care brand is putting on an exhibit by photographer Cory VanderPloeg that will showcase images of six tattooed millennial moms and celebrate their unique qualities and diversity.

Millennial moms “grew up in changing times and are cut from a different cloth than the moms of past decades,” said Eini Telford, brand manager for 3M Consumer Health Care.

As for why tattooed young moms are a good fit for the bandages brand, Telford said Nexcare has always been a “mom brand.”

“While they may look different than moms of prior generations, they’re showing individuality through trendy or eclectic personal styles—even tattoos—and living lives that might not conform to those of [their predecessors]. But we all know that the care and love she gives her children remains consistent no matter the generation.

“Moms look to brands they can trust and depend on,” she said. “And that’s another factor that doesn’t change with moms [over the generations].”

The exhibit, called “Moms, Kids, Body Art,” will be at the Hermann & Audrey gallery in Toronto from June 13 to 15. A second phase of the campaign will launch in July and focus on digital, social media, experiential and sampling. One of the women featured in the exhibit will become the face of the campaign. TraffikGroup is responsible for the idea and concept and North Strategic is handling PR efforts around the event.

Brands Articles

Metro keeps it all white for Diner en Blanc in Ontario

Grocer uses social, influencer tactics and video to amplify sponsorship

Starcom hires Mike Rumble to oversee new integrated team

New unit expected to oversee the agency's recently defended TD Bank Group account

TD goes on another ‘thank you’ mission

New video captures heartfelt moments customers are surprised with gifts

Buy groceries online? Never in Canada! (Column)

Is the grocery industry ready for digital disruption? Maureen Atkinson explains

Square One gets sultry for fall campaign

Flirtatious video features newlywed celebs Sean Avery and Hilary Rhoda

Which Olympic ads won with women?

Harbinger study examines what it takes for ads to be memorable

IKEA Canada president takes global role

Stefan Sjöstrand promoted to commercial manager, IKEA Group in Sweden

Public Mobile encourages you to swap junk for SIM cards

Self-serve mobile brand shows customers how it's different from the big guys

Toronto Men’s Fashion Week to launch women’s showcase

New event to borrow from Toronto Men's Fashion Week's successful formula