Droga5 Celebrates ‘Not Broken’ Families for Honey Maid
Posted in: UncategorizedEarlier this year, Droga5 and Honey Maid celebrated families of all kinds with a campaign called “This Is Wholesome.”
Now, Droga5 is continuing its celebration of diversity in families with a new ad entitled “#NotBroken,” a reference to the outdated phrase “broken home” to refer to families of divorce. As the two-minute ad points out, “More than 40% of Americans are part of a blended family,” so it seems odd that we so few of them in advertising that this spot is noteworthy for including one.
“#NotBroken” is constructed as a sort of two-minute documentary (it will also debut as a 30 second broadcast spot today). “Sometimes it’s hard to explain our family to people. I have two moms, and I’ve got two dads,” says a boy named Isaac, at the opening of the ad. We then follow Isaac and his family, which is celebrated as well-functioning and supportive. “At first I didn’t think there were a lot of families like ours, but now I realize that we aren’t that different,” he eventually concludes. The spot ends by inviting people to celebrate their own blended families with the #NotBroken and #ThisIsWholesome hashtags, which are sure to get some love.
So far, the “This Is Wholesome” campaign has proven to be a success for the brand, with both increased sales figures and Google searches for “Honey Maid,” as Adweek points out.
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