Reitmans-owned Thyme Maternity is getting emotional in a new brand spot.
#BeautifulAsLife shows different women at home and at work, as they move from finding out they’re pregnant, to looking at an ultrasound, to trying on clothes, to giving birth. A female voiceover describes various feelings at each stage: “You feel proud, a little snug, a little tired… you feel like you’re leaving an important job for the ultimate job.”
“We wanted to kind of create a bigger splash in the market and do something that was really going to touch our customer from an emotional perspective,” said Stephanie Landry, marketing manager at Thyme Maternity.
The challenge for the brand is that it has a very niche target and pregnancy is really the only thing they have in common, added Landry.
“We are challenged to speak with different types of women in different life stages with different clothing styles. So, we really wanted to create a message that could touch all of those women in the one point that they have in common, which is the journey of pregnancy and everything that goes along with it.”
The video is the result of an 18-month brand refresh for Thyme Maternity. “It’s been a work in progress; it’s just giving a new flair to the brand and basically showcasing the brand’s youthfulness, happiness and hopefulness,” said Landry.
Previous advertising tended to be more targeted, added Landry, “but with this video we widened the net a little bit. It’s not only our customer – we want the woman who’s not pregnant yet to get excited about being pregnant and getting to know Thyme.”
The spot, in English and French, are running as paid ads on YouTube and social media. Touché is handling the media buy and Sid Lee developed the campaign.
