Almacenes Tía, a beloved retail chain in Ecuador, has embarked on a heartwarming rebranding campaign. Titled “Aunt” to “Mom,” the initiative involves a significant yet simple change—altering the name on their store signs from ‘Aunt’ to ‘Mom.’ This thoughtful gesture honors the pivotal role mothers play in our lives and seeks to create a deeper emotional connection with customers.
Launched in May 2024, this campaign was crafted by the creative minds at WMG Ecuador. It spans various media channels including Ambient, Experiential, and Out-of-Home (OOH) advertising. The campaign’s core message is to celebrate and recognize the love, care, and dedication of mothers, making it not just a marketing strategy but a cultural homage.
Almacenes Tía has always been known for its customer-centric approach and community involvement. The name change from ‘Aunt’ to ‘Mom’ is more than a superficial alteration; it symbolizes the nurturing and supportive role that the brand aims to play in the lives of its customers. By doing so, Almacenes Tía positions itself not just as a retail store, but as a family-friendly establishment that values and respects the familial bonds that shape our society.
The campaign was unveiled through a variety of media, ensuring maximum visibility and engagement. Ambient advertising involved creative installations and displays within the stores, highlighting the new name and its significance. Experiential marketing tactics were employed to create memorable interactions with customers, allowing them to share their own stories about their mothers and how they’ve been supported by Almacenes Tía. OOH advertising included billboards and posters in strategic locations, reinforcing the campaign message across the country.
One notable element of the campaign is its inclusivity and respect for all mother figures, acknowledging that the role of ‘Mom’ can be filled by anyone who provides love and support, not just biological mothers. This inclusive approach resonates deeply with the diverse family structures present in modern society.
WMG Ecuador, the agency behind this campaign, has a reputation for innovative and impactful marketing strategies. Their expertise is evident in how seamlessly they integrated the new name into Almacenes Tía’s brand identity. The campaign was designed to be more than just a temporary change; it aims to leave a lasting impression and foster a stronger emotional connection between the brand and its customers.
In conclusion, the “Aunt” to “Mom” campaign by Almacenes Tía is a masterful blend of emotional appeal and strategic marketing. By changing the store name to ‘Mom,’ the brand not only honors mothers but also strengthens its bond with the community. This campaign serves as a reminder of the power of thoughtful, inclusive branding and its ability to resonate deeply with audiences. As Almacenes Tía continues to evolve, this campaign marks a significant milestone in its journey towards becoming a more empathetic and family-oriented brand.
