Advertising's legacy of depicting women in commercials has seemingly veered between two supermom cliches, the 1950s-era "too-perfect" housewife versus "the modern mom" that can easily handle work and family, writes David Gianatasio. But some consumer-packaged goods brands are "making strides in targeting women in novel ways while eschewing stereotypes," he writes. Tide's Super Bowl spot, which placed a husband and wife on a level playing field when it came to rooting interests, and Huggies' "Mommy Answers" campaign aimed at expectant mothers, are among examples listed in this article.
How some CPG brands are going beyond the supermom cliche
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