2025母亲节，品牌们都在如何叫“妈”？

Group 1 - The core idea of this year's Mother's Day marketing is a shift from traditional narratives of mothers' sacrifices to a more authentic representation of mothers, focusing on their individual identities and the expectations society places on them [1][2][10] - Brands are employing various strategies, such as engaging children to share stories about their mothers, to create a more personal connection with consumers [2][8][11] - The campaign by "沪上阿姨" emphasizes the importance of recognizing mothers as individuals beyond their roles, encouraging the public to share their mothers' names and stories [10][11] Group 2 - The marketing efforts include innovative activities, such as "倪妈说" by 伊利, which features a mother figure sharing relatable advice with younger generations, blending emotional storytelling with product promotion [13][20][22] - Babycare's campaign challenges traditional views on parenting responsibilities, advocating for a societal shift in recognizing parenting as a shared duty rather than solely a mother's role [27][29][30] - Brands like 兰蔻 and 优衣库 are focusing on experiential marketing, creating opportunities for families to spend quality time together, thus reinforcing emotional connections with their products [34][36][38] Group 3 - The overall trend in Mother's Day marketing reflects a deeper societal reflection on the roles of mothers, aiming to present a more nuanced view of motherhood that resonates with contemporary values [30][40] - Brands are encouraged to move beyond superficial marketing tactics and genuinely address consumer needs through consistent product design and marketing strategies [39][40]