A Baby Brand Has Created ‘The World’s First Team of Pregnant Superheroes’

Summer Infant based the characters on real moms

Summer Infant's 'M.O.M. Squad' members are based on real moms and designed by artist Viera Boudreau. - Credit by Summer Infant
Headshot of Cara Anderson

Our society is superhero-obsessed at the moment, but one superpower has largely been overlooked: being a mom. To that end, baby products brand Summer Infant has decided the time has come to deliver the world’s first set of pregnant superheroes.

Named the “M.O.M Squad,” these superheroes are based off of real-life moms.

“We believe every mom is a hero. By portraying real moms as superhero characters, Summer Infant’s goal is to celebrate the strength and beauty of motherhood,” says Jen Johnson, Summer Infant’s vp of brand marketing.

The superheroes’ individual looks and powers were inspired by real women; Steph is Agent Momiter and is able to see and hear everything from her baby’s room; Tammy is Professor Potty and goes above and beyond in her potty-training skills; Patty, or The MotherLoad, is able to carry anything and everything her child may need; and finally Jasmine is Aquamom and has the ability to calm and control water at bath time.


These super moms were brought to life by by comic artist Viera Boudreau.

“In this project I’m taking these awesome real-life moms, and I get to draw them as these superheroes,” she says. “I think that’s really cool because moms are awesome and already superheroes—but I get to emphasize that.”

Summer Infant shows the behind-the-scenes process of creating the M.O.M Squad in a 3-minute film that explores how the brand and artist turned these real women into superheroes:


CREDITS:
Adam Ritchie Brand Direction: Campaign concept, communications strategy, execution
Summer Infant: Campaign collaboration, social execution, email marketing
Tribal Vision: Microsite development
Knack Factory: Videography
Viera Boudreau: Comic illustrations


@cara_02 Cara Anderson is a contributor to Adweek.
Publish date: May 13, 2018 https://stage.adweek.com/brand-marketing/a-baby-brand-has-created-the-worlds-first-team-of-pregnant-superheroes/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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