Philips Avent launches new brand positioning in North America, Share the Care, leveraging the Daylight Saving time change to share a powerful message about supporting mothers

• New Philips Avent research reveals nearly two in three moms of young children have less than one hour a day for their basic needs. 
• Taking on this taboo, Philips Avent launches its new Share the Care brand positioning and movement, encouraging families, friends, and communities to better support moms so they can prioritize their well-being and self-care too.
• Philips Avent is raising awareness about the lack of time in moms’ daily lives by marking the Daylight Saving Time change in Times Square in New York City, and by way of virtual out-of-home clocktower takeovers.

Royal Philips (NYSE: PHG, AEX: PHIA), a global leader in health technology, launches the new #ShareTheCare brand positioning and movement for Philips Avent, calling on families, friends, and communities to help moms and all new parents share the care, so they can prioritize their well-being and self-care to provide the best care for baby. The new positioning is backed by research, revealing that moms often feel guilty spending time on ‘me’ – almost half of moms (44%) are under pressure to “do it all.” The first in a series of activations, the launch highlights the critical need to give moms more time.

Claudia Calori, Head of Global Marketing, Philips Personal Health, says, “Marking the Daylight Saving Time change with this powerful message is a wake-up call for us all, and clearly shows why as a society we need to step in and support moms. Let’s start the conversation with the moms around us and ask: could you do with some help today? Importantly, this needs to go beyond immediate family, as we know everyone’s support network is individual and unique. If we collectively change our behavior and attitude, we can really make a difference.” 

To showcase this need for support and spread the message that society needs to give moms more time, Philips Avent showcased this message across locations in New York City (Times Square and The Fifth Avenue Clock), San Francisco (Ferry Building) and Ottawa (Peace Building). These landmarks serve as pivotal locations to highlight the critical need to give parents more time, especially as they lose an additional hour due to Daylight Saving Time.

Marci El-Deiry, Global Business Unit Leader, Philips Mother and Child Care & Women’s Health, says, “Moms remain the lifeblood of our society yet they’re under increasing pressure to be ‘mom’ all the time. They need to know it’s okay for them to spend time on themselves, and that doing so is good for them and baby. We need to tackle the taboo that needing or asking for help means they aren’t doing a good job. That’s why it’s vital for those around moms to proactively step in, however they can.”

Now is the time for society to step in and support moms. And Philips Avent is here to help. Celebrating its 40^th anniversary this year, the brand is committed to supporting and encouraging women to take charge of their parenting journey from pre-conception through pregnancy, and post-partum to improve the health and well-being of mother, baby, and family. Philips Avent provides confidence and reassurance to moms through adaptive, intuitive solutions, such as the Philips Avent range of baby bottles and pacifiers and Philips Pregnancy+ app, which help parents – and the teams around them – share the care with confidence and ease, especially during their first few months and years. 

Philips Avent partnered with advertising agency LePub Amsterdam to develop and bring the new positioning to life. The agency worked with production partner Wenneker Amsterdam and Director Rune Milton to create a new hero film, product films, an array of social and digital assets and in-store collateral. Additionally, Philips Avent coordinated with Omnicom’s Outdoor Media Group to bring these first activations to life.

Milos Obradovic, Chief Creative Officer, LePub Amsterdam, “Share the Care is a campaign that celebrates when loved ones step in for the wellbeing of everyone – baby, mom and the entire family. The campaign challenges the baby-comes-first mentality at the expense of moms’ own wellbeing.”

Follow and find out more about the #ShareTheCare movement here: https://www.usa.philips.com/c-m-mo/philips-avent-baby-products

Source: LePub Amsterdam

  Advertising, Brand Positioning, LePub Amsterdam, Marketing, Philips, Philips Avent, Philips Mother and Child Care, Philips Personal Health, Royal Philips