Hot Moms

Ok - this was just too good to pass up.   As you've probably heard, Cadillac has a new agency - Modernista, Boston.  In their new work, Modernista says they want to "put a little lust back into the brand." 

In a recent Ad Age article, they talk about Cadillac's dilemma of keeping their older customers (average age 59) but also reaching out to new younger demographics.  I'm not sure how "putting a little lust" into the brand is going to sit with the 59 plus folks, but you you never know.

But here's the best part of the article -

[put a little lust back into the brand] So said Liz Vanzura, marketing director of the luxury marquee, in unveiling new print work from the agency that replaced Leo Burnett, Detroit and Chicago, as the brand drops the former shop's "Break Through" ads after a four-year run. Ms. Vanzura said the new push aims to boost consideration of the Cadillac brand among three main targets younger than its current owners. She calls them alphas, hot moms and move-ups.

"hot moms"?   This I gotta check out.   You all know by now how I feel about soccer moms.   But I'm hugely curious about hot moms.  So I googled it.  You can imagine some of the less than politically correct sites that came up, but I did find a brilliant article about "hot moms" by Ana Veciana-Suarez of the Miami Herald.   

Please read the full article - it is incredible interesting and insightful.  It's worth it just to see the names of some of the new books on the subject coming out like "I'm Too Sexy for my Volvo" and "Womb with a View".   But don't think this is fluff.  There is a serious discussion of what it means to be a mother and a woman today.   

It appears mothers today don't want to change their whole lives and images of themselves simply because they are mothers.   

''People assume you're going to turn into some matronly old bag when you become a mom, that you're going to wear sensible shoes and all that,'' says Betty Londergan, author of I'm too Sexy for my Volvo: A Mom's Guide to Staying Fabulous ($12.95, Adams Media.), one of many books published in recent years on the topic of staying hip while being a mother. 'Today's moms are saying, `I'm a mother and that's the most important thing I'm going to do, but I'm also this fascinating, savvy, sexy, wonderful woman and nothing's going to change that.' ''

The article also points out some interesting trends - like maternity clothes.  Gone are the tent dresses and in are stretchy fabrics.  It's no longer about hiding your pregnancy.  For many moms, it's about showing off that beautiful belly.

I can't do the article justice by paraphrasing - so simply go and read the whole thing and tell me what you think.  Are you a hot mom?

Comments

[Ellen Weber]

You build a good case for differences here too, and can you imagine an era where it is Ok to play these roles out differently -- as we roll with our strengths and targets:-) Great post and thanks for the diversity at this site!

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