In China, Brands Are Casting More Two-Child Families in Ads
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A recent Ikea commercial from BBH China features a school-age girl in pigtails talking about the importance of getting kids involved in household chores. The ad features Ikea plates and cutlery in bright colors, but what’s more striking is that the girl has a sidekick: a little brother.
Now that China’s one-child policy has officially become a two-child policy, brands including Ikea, Volkswagen, real estate developers, and airline and travel companies are jumping on the trend with ads featuring two-child families.
“It’s a novel image in ad campaigns. It can catch the eye more because people aren’t used to seeing that kind of family depicted,” said James Roy, analyst with China Market Research Group, who has followed the trend. “It’s an interesting way to stand out and show that you’re with the times.”
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