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

Royal Roads University gives students a look into the future

School replaces traditional advertising with aggressive social and digital campaign

Kashi Canada’s quest to ‘Plant it Forward’

Health food brand gets Canadians closer to real food with urban garden project

Maple Leaf Foods launches ‘Songs in the Key of Wiener’

Facebook campaign for Larsen Wieners pays homage to the “As Seen On TV” era

Mattel and Walmart open virtual store in Pearson Airport

The brand and retailer are targeting busy travellers this holiday season

Nissan hopes to score with final leg of CFL program

“Back in the Game” sending high school football teams and media to Grey Cup

Mark’s pops up in Vancouver with football competition

CFL partner will test fans’ skills ahead of Grey Cup championship this month

UPDATED: Reitmans shutting down 107 Smart Set stores

Company to convert 31 stores to operate under other fashion brands

Home Depot faces dozens of lawsuits over data breach

Litigation may distract management and affect how the retailer runs its business

Aimia takes a data-dive for Canadian charities

Employees donate data analysis skills to not-for-profits in 24-hour event