Lady’s Choice ‘Ibu Sejati’ Inspires Malaysian Mothers to Keep It Real
Leading mayonnaise brand engages real-life mums on a nationwide mission
to defy
the perfect mum stereotypes
Being
a mum is tough, let alone measuring up to the ideals of a perfect mum. The increasingly
high standard of motherhood has become ingrained in our culture today as
parents strive to provide the best for their children.
Malaysia’s leading mayonnaise brand, Lady’s Choice today
announced the launch of ‘Ibu Sejati’, a nationwide awareness campaign aimed at breaking the stereotype
of perfect mum. More than just a statement, the brand put forward a powerful
message of “Tiada ibu yang sempurna,
hanya ibu yang sejati” to reiterate that being a real mum is all about
loving unconditionally.
‘Ibu Sejati’ spotlights three real-life Malaysian
mothers telling inspiring stories about how they cope with their day-to-day
struggles. Delivered through a series of videos, the emotionally-engaging
stories depict the unique roles of these mothers and the different approach
they take in putting their children first. Akin to unsung heroes for their
loved ones, these mothers include a working mum Wan Musfirah Aimi, a single mum
Natalie Hussin, and a fulltime housewife Normayani Isa, who are all blessed
with three kids.
“The role of a mother has evolved with greater
responsibilities in today’s fast paced environment – from finding the balance
between careers, being a dutiful wife and raising her children, while having time
for herself. The multitude resources on the internet, while inspiring could
also mount to peer pressure amongst parents, often striking the fear in them
that they are not doing enough for their children,” said Shiv Sahgal, Marketing
Director of Foods & Refreshments, Unilever (M) Holdings Sdn Bhd.
Research has shown that 84 percent of Asian moms
surveyed seamlessly use the Internet as part of their lives and they believe it
is a functional resource that helps them make better decisions for their families[1].
This situation could lead to mothers inadvertently becoming more susceptible to
social pressures, with parenting skills and choices often being judged.
Shiv explained, “As the No. 1 mayonnaise brand that is
trusted by millions in Malaysia, we are in the position to drive this
conversation. ‘Ibu Sejati’ encourages mothers to accept the reality that
perfect mums don’t exist, while it’s okay to live an authentic life and show
their love, even if it takes just a simple great-tasting, nutritious breakfast.
And we at Lady’s Choice want to take a proactive role to inspire and provide
solutions for all mothers.”
New look, same goodness
The ‘Ibu Sejati’ campaign is a timely initiative in
line with the introduction of the new packaging for Lady’s Choice mayonnaise.
Sporting an unconventional look in a sleek and convenient jar, Lady’s Choice
mayonnaise maintains its goodness as an easy, versatile and efficient solution
to prepare tasty and nutritious sandwiches without the hassle to make from
scratch.
Made with 100%
real ingredients and rich in Omega-3, which is an essential fatty acid for
child’s development, Lady’s Choice mayonnaise is an ideal companion to relieve
mothers of the struggle in preparing nutritious breakfast for their children.
Taking ‘Ibu Sejati’ across Malaysia, Lady’s Choice
has established a unique content collaboration with Media Prima Television
Networks to expand its reach and engage with millions of mothers through its
leading television platforms. The collaboration also taps on the network’s
creative resources to bring the ‘Ibu Sejati’ stories to live, while giving the
content a high-quality treatment.
Johan Ishak, Chief
Executive Officer of Media Prima Television Networks said, “Of all
collaborations we’ve had with Unilever brands over the years, this produces one
of the most gratifying outcomes from a creative standpoint. The ‘Ibu Sejati’ campaign
carries such a meaningful message and it deserves to be heard across millions
of households nationwide. We are fully on board with Lady’s Choice and stand
behind their inspiring move to help mothers cope with their struggles
especially in the morning.”
In extension of the campaign, Lady’s Choice will go on
a nationwide activation to connect with Malaysian mums and provide ongoing
nutrition education from the month of April until September 2018. In
celebration of Mother’s Day, Lady’s Choice will also be rewarding mothers with
exclusive spa vouchers in the month of May. For more information, please visit http://www.facebook.com/LadysChoiceMalaysia/.
The new packaging of Lady’s Choice mayonnaise is now
available at all major hypermarkets, supermarkets and minimarkets nationwide.
About Unilever
Unilever is one of the world’s leading
suppliers of fast moving consumer goods with operations in more than 100
countries and sales in 180. We have some of the world’s best known and most
trusted brands, with leadership positions in many of the home and personal care
and food categories in which we compete. With products that are used over two
billion times a day around the world, we work to create a better future every
day and help people feel good, look good and get more out of life with brands
and services that are good for them and good for others. More than 167,000
people worldwide work for Unilever. For more information, visit www.unilever.com
About Lady’s Choice
Lady’s Choice is a leading brand for
Mayonnaise, Dressing and Peanut Butter in Malaysia. It is also one of the
brands in Unilever (M) Holdings Sdn Bhd that provides a wide range of spreads
for more than 50 years. The Lady’s Choice mayonnaise range come in four pack
sizes; 50ml sachet, 220ml Doy pouch, 220ml Jar and 470ml Jar. Its mayonnaise
range are made from real ingredients such as eggs and soy bean. The dressing
range on the other hand come in three variants: Thousand Island, Coleslaw and
Fruit Salad.
Currently, Unilever Malaysia has a portfolio
of 13 key brands which include food products such as Lipton, Knorr, Lady’s
Choice, Wall’s and Planta; personal care products such as Sunsilk, Dove, Lux,
Clear, Lifebuoy, Fair & Lovely and Rexona; and homecare products such as
Breeze. Many of these brands are also leaders in their respective categories.
Comments
Post a Comment