Over the past several months, the pandemic has added to the roller coaster of parenthood an extra set of corkscrews, demon drops and loop-de-loops. All the while, marketers have been there for the ride, trying to address Mom and Dad’s woes in a variety of ways, playing to their emotional ups and downs, acting as a “wing man” (with the help of new initiatives, services or products) or by simply reminding them of their lives outside their multitasking hamster wheel.
And now, as schools start back up around the country with some families jumping back into virtual schooling while others juggle “hybrid” setups combining in-person instruction and at-home learning, there’s more opportunity for brands to address parental struggles in fresh ways (that also might even give parents a bit of relief).
This past Friday, for example, Kraft Heinz’s Capri Sun debuted a new campaign from agency Mischief, creative veteran Greg Hahn’s co-venture with Canadian shop No Fixed Address. The effort, which pranks kids with Capri Sun pouches filled with filtered H20, promotes the drink brand’s pro bono efforts in which the brand is providing school children in the Chicagoland area free drinking water in the brand’s iconic packaging.