ART DIRECTIONJergens
Funny how every holiday has its own scent – Thanksgiving smells like family dinner, Christmas smells like pine trees – so why shouldn’t Mother’s Day have its own scent? Jergens’ A Mom is a Mom campaign is inspired by the diverse and personal relationships we have with mothers, what reminds us of them, and what it means to be a mom.
Mother’s Day is a tentpole moment for the Jergens brand. So we took the A Mom is Mom campaign to another level by giving Mother’s Day it’s own scent! The team created and launched a Jergens Cherry Almond perfume, and engaged influencers to tell us about their unique motherhood experiences, and all the smells associated with it.
We pulled the campaign through social media into a giveaway, where our audience could tag a mother figure and answer “What is a mom?” to win their own Original Scent Perfume.
The Drew Barrymore Show
The A Mom is a Mom campaign even made an appearance on The Drew Barrymore Show!
Creative Director: Adriana Nova
Copy Director: Kristen Gaerlan