Philips Avent launches new brand positioning in North America, Share the Care, leveraging the Daylight Saving time change to share a powerful message about supporting mothers

Rhea-AI Summary

Philips Avent introduces Share the Care brand positioning to support moms in prioritizing self-care. Research shows most moms have less than one hour a day for basic needs.

• New Philips Avent research reveals nearly two in three moms of young children have less than one hour a day for their basic needs. 
• Taking on this taboo, Philips Avent launches its new Share the Care brand positioning and movement, encouraging families, friends, and communities to better support moms so they can prioritize their well-being and self-care too.
• Philips Avent is raising awareness about the lack of time in moms' daily lives by marking the Daylight Saving Time change in Times Square in New York City, and by way of virtual out-of-home clocktower takeovers.

STAMFORD, Conn., March 11, 2024 /PRNewswire/ -- Royal Philips (NYSE: PHG, AEX: PHIA), a global leader in health technology, launches the new #ShareTheCare brand positioning and movement for Philips Avent, calling on families, friends, and communities to help moms and all new parents share the care, so they can prioritize their well-being and self-care to provide the best care for baby. The new positioning is backed by research, revealing that moms often feel guilty spending time on 'me' – almost half of moms (44%) are under pressure to "do it all." The first in a series of activations, the launch highlights the critical need to give moms more time.

Claudia Calori, Head of Global Marketing, Philips Personal Health, says, "Marking the Daylight Saving Time change with this powerful message is a wake-up call for us all, and clearly shows why as a society we need to step in and support moms. Let's start the conversation with the moms around us and ask: could you do with some help today? Importantly, this needs to go beyond immediate family, as we know everyone's support network is individual and unique. If we collectively change our behavior and attitude, we can really make a difference." 

To showcase this need for support and spread the message that society needs to give moms more time, Philips Avent showcased this message across locations in New York City (Times Square and The Fifth Avenue Clock), San Francisco (Ferry Building) and Ottawa (Peace Building). These landmarks serve as pivotal locations to highlight the critical need to give parents more time, especially as they lose an additional hour due to Daylight Saving Time.

Marci El-Deiry, Global Business Unit Leader, Philips Mother and Child Care & Women's Health, says, "Moms remain the lifeblood of our society yet they're under increasing pressure to be 'mom' all the time. They need to know it's okay for them to spend time on themselves, and that doing so is good for them and baby. We need to tackle the taboo that needing or asking for help means they aren't doing a good job. That's why it's vital for those around moms to proactively step in, however they can."

Now is the time for society to step in and support moms. And Philips Avent is here to help. Celebrating its 40^th anniversary this year, the brand is committed to supporting and encouraging women to take charge of their parenting journey from pre-conception through pregnancy, and post-partum to improve the health and well-being of mother, baby, and family. Philips Avent provides confidence and reassurance to moms through adaptive, intuitive solutions, such as the Philips Avent range of baby bottles and pacifiers and Philips Pregnancy+ app, which help parents – and the teams around them – share the care with confidence and ease, especially during their first few months and years. 

Philips Avent partnered with advertising agency LePub Amsterdam to develop and bring the new positioning to life. The agency worked with production partner Wenneker Amsterdam and Director Rune Milton to create a new hero film, product films, an array of social and digital assets and in-store collateral. Additionally, Philips Avent coordinated with Omnicom's Outdoor Media Group to bring these first activations to life.

Milos Obradovic, Chief Creative Officer, LePub Amsterdam, "Share the Care is a campaign that celebrates when loved ones step in for the wellbeing of everyone – baby, mom and the entire family. The campaign challenges the baby-comes-first mentality at the expense of moms' own wellbeing."

Follow and find out more about the #ShareTheCare movement here: https://www.usa.philips.com/c-m-mo/philips-avent-baby-products

For further information, please contact:

Carly McConnell
Senior Marketing Activation Manager   
Tel.: +1 914 629 9226
E-mail: Carly.McConnell@philips.com

About Royal Philips
Royal Philips (NYSE: PHG, AEX: PHIA) is a leading health technology company focused on improving people's health and well-being through meaningful innovation. Philips' patient- and people-centric innovation leverages advanced technology and deep clinical and consumer insights to deliver personal health solutions for consumers and professional health solutions for healthcare providers and their patients in the hospital and the home. Headquartered in the Netherlands, the company is a leader in diagnostic imaging, ultrasound, image-guided therapy, monitoring and enterprise informatics, as well as in personal health. Philips generated 2023 sales of EUR 18.2 billion and employs approximately 69,700 employees with sales and services in more than 100 countries. News about Philips can be found at www.philips.com/newscenter.

About the research
The international research was carried out by OnePoll on behalf of Philips in November 2023 with 12,000 moms with children aged 0-3 in each the following countries: US, France, India, Indonesia, Poland, Turkey, Brazil, Germany (total of 12,000 mom respondents). The research also includes questions asked to 2,000 members of the general population (weighted to be Nationally Representative on the basis of age/gender/region) in each of the same countries as listed above (total of 16,000 general population respondents).

About OnePoll (https://onepoll.com/)  
OnePoll is a member of ESOMAR and employs members of the MRS. OnePoll is an MRS Company Partner. All MRS Company Partners and their employees agree to adhere to the MRS Code of Conduct and MRS Company Partner Quality Commitment whilst undertaking research. OnePoll US follows the MRS code of conduct to the same level as OnePoll UK and employs members of AAPOR. OnePoll is a member of the British Polling Council.

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SOURCE Philips Avent

FAQ

What is the new brand positioning introduced by Philips Avent?

Philips Avent introduced the Share the Care brand positioning.

What percentage of moms of young children have less than one hour a day for their basic needs according to Philips Avent research?

Nearly two in three moms of young children have less than one hour a day for their basic needs based on Philips Avent research.

What is the aim of the Share the Care movement launched by Philips Avent?

The Share the Care movement aims to encourage families, friends, and communities to better support moms in prioritizing their well-being and self-care.