The Campaign

This year, Alaska, the milk brand for the hardest working mothers in the country, wanted to celebrate a little differently. We realized that for every mother who could afford to celebrate every second Sunday of May, there must be another mom who needed to work on that day. These are the women usually in the service industry - waitresses, therapists, laborers and the like -- who sacrifice their Sundays so that other moms can take a break.

Creative Execution

Along with a light-hearted film (released the day after Mother's Day, of course) were easy recipes and belated food gifts people could share to treat their moms *after* working on Mother's Day. In Alaska, we believe in letting mom know how much we love her, no matter what day it is.

A lot of moms and kids connected with our story, achieving 400k views in the first 12 hours of posting, 300% more than our original target of 100k views. In a week’s time we were able to reach 2.2 million people with 1.2 million unique views.

Aside from the light-hearted film we released the day after Mother's day, we also covered an on-ground event at the Alaska main office wherein employees can customize their own Alaska Can with their personal messages to their mom printed on it. Easy recipes and belated food gifts contents were also posted so that people could have an idea on how to treat their moms *after* working on Mother's Day.

We decided to create a new holiday, the day after Mother's Day which is called National Belated Mother's Day. This is for all the mothers who had to make other mothers happy on that day. By the time we ran, other brands are starting to reduce their boosting.