This Cookie Brand Showcases Imperfect Motherhood in Mexico

Marias Gamesa, a brand with over 100 years accompanying Mexican moms with its cookies, is determined to break away from the stereotype of the perfect mom and show motherhood in a raw, genuine, and honest way, like no one has done so far.

Through the stories of real mothers, who put up with social pressures every day; the brand takes a bold step in representing motherhood as it really is.

The brand’s proposal is to trigger a change, by exposing motherhood’s B side, instead of just the good bits that have been shown on screen for years.

Created together with advertising agency Isla and captured by film production house Primo México, “Motherhood is a beautiful chaos” shines a light on the emotional ups–and-downs that Mexican mothers experience constantly.

On that note, Daniel Díaz, sr. marketing director at Marias Gamesa said, “According to the last study conducted amongst our consumers, 93% of Mexican mothers don’t identify with the representation of motherhood in advertising. We’ve become accustomed to seeing perfect mothers who can deal with anything with a big smile on their face, but the truth is, that motherhood is not just that.

With this campaign, Marias Gamesa, aims to break with the perfect-mother stereotype and show the wide range of emotions that Mexican mothers experience, in an attempt to support them and pay tribute to the extraordinary job they do day after day.” 

“The campaign is part of an extensive field work carried out along with the brand 's team, which involved interviewing dozens of mothers all over Mexico and better understand not only their lives, concerns, emotions, and hardships, but also the fact that there was an archaic communication model that didn’t t represent them and had to change. The portraying of motherhood as something perfect, nice, and only filled with happy moments, needed to be replaced with one that’s closer to what the wide majority of mothers in Mexico experience every day”, stated Ariel Serkin, Rodrigo Grau and Mariano Serkin Founders partners at Isla.