Thomas’

MONO X MAIP

The Objective

Create a campaign that overcome’s the brand’s bloring (brand + boring) perceptions outside of their typical target audience.

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The Target

Bi-Cultural Hispanic mothers who like to spend time at home with their families. Motherhood is a large part of her identity, and her life. They like to provide luxuries for their children that they did not have as a child, and their purchasing decisions are largely influenced by their kids.

The Strategy

“Thomas’ products merge elements of Latino culture into American contexts. The ease of Thomas’ products allows them to enjoy the ritual of family time during breakfast that is ingrained in Hispanic culture.”

The Big Idea

“El Corazon del Desayuno” The Heart of Breakfast

Radio Spot

 

Experiential

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Social

This campaign shows how Thomas’ products accommodate to the chaos of the Hispanic no-nonsense-mom’s role in both managing the family, while also making room for the quality family time— a necessity to start the day.

The Final Pitch

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MY ROLE:

Strategist, Research, Ideation, Target market analysis, Tagline & Big Idea

COPYWRITER: Kester Messan

ART DIRECTOR: Kurt Juanillo, Nayoung

ACCOUNT MANAGER: Donna Wilson

MEDIA PLANNER: Carmel Bumaa