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Ah, Mother's Day, this very special holiday to celebrate moms and their endless contributions to the patriarchal world order, you will go completely unnoticed the rest of the year. Your plans for the mother of your life may vary (breakfast in bed, which means less sleep and more cleaning for the mother, brunch in a crowded restaurant with a two-hour wait, macaroni necklaces, etc.) but no one does it more dedicated to the celebration (of the money spent) for Mother's Day than The Brands.
Accustomed to selling cooking as a women-only estate, companies in the food and beverage industry reliably deliver the most thirsty campaigns – PARCHED or even – all invested in the granting of One day off to housewives to keep them at work (and to buy them) the rest of the time.
Take the Tim Hortons Mother's Day Agreement: Introduce yourself Sunday at one of six participating Tim Hortons locations in the United States, ask for a mom-sized coffee and receive a monstrosity of 52 icy ounces in return. That's almost twice the volume of Trout's biggest size of 31 ounces of Starbucks. Tim Hortons told Takeout that the company was aiming for inclusivity by allowing mothers of all genders and all children, even "dog mothers" – to participate in the transaction. But the understanding of the joke lies in the implicit understanding that mothers are so busy and overworked that they need 572 mg of caffeine to spend the day. (The Mayo Clinic suggests that "a maximum of 400 milligrams (mg) of caffeine per day seems to be safe for most healthy adults." Why Mayo Clinic Hate Working Mothers who just want to bend over and have everything?) Parent paid time off and balance between work and personal life can be lost causes, but Tim Hortons is there to fuel the endless bustle and productivity of the mothers bosses of the whole world.
Tropicana's attempt is based on the proven tradition of preparing mom's breakfast in bed, this year in the form of a "Mother's Day Hotline" from 5 am to 2 pm. EST Sunday, during which "counselors will wait to give advice to fathers and children and answer all their burning questions, such as: What is the relationship between OJ and sparkling in a mimosa? What should I serve to my mother for a special holiday brunch? How to make perfect scrambled eggs? "Once again, the concept only works if we accept the standard that moms roar alone in the kitchen, while dads – all dangerously stupid, according to the advertisers – make fun of everything. Rather than celebrate Mom by giving her "a morning breakfast and a few more minutes to sound the alarm", as suggested by PR copy, perhaps pleading for a more split division fair work of the "breakfast duty"? 19659005] These two gadgets fall in the same trap that the German supermarket Edeka recently came across on the head with his advertising filled with trope. In the video, which was rejected in the depths of hell, embarrbaded fathers are described as incompetent fools who fail in daily parenting tasks such as mixing baby food, combing, and reading bedtime stories. . The last move – a soft, maternal mother, contrasting with a sloppy, token father – and the final sentence, "Thank you mom for not being a daddy", summarizes all the flaws in the way advertisers reinforce gender stereotypes. Unsurprisingly, the campaign was not popular thus accomplishing the double blow of pissing off the two women and .
It is worthwhile to consider the Kraft Waterfall on the occasion of Mother's Day, which takes a similar approach. to promote Tropicana by promising mothers time – but paying up to $ 100 for babysitting. The idea and the publicity that goes with it go even further in the idea that women are the main caregivers (a regrettable truth), but here, at least, the supposed beneficiaries of gimmick are actually going with a tangible measure of absolute work and capital. At a time when women are being deprived of their rights to an increasingly dangerous degree of danger, this particular example of brand building is, at least, a more tolerable substitute for genuine systemic change and progress towards parity. men women.
Faced with the slight inconvenience of celebrating a hardworking woman, perhaps the best thing to do is to look beyond the grocery store aisle or the coffee line to find ways – as, for example, the defense of universal custody – who can benefit in a more sustainable way for her and other mothers.
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