Women

Mothers

Mum’s the word

From ordinary moments to mom caves, check out how three brands are celebrating household matriarchs ahead of their big day.

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Barbie gives girls their dream jobs

The toy’s “You Can Be Anything” platform comes to Canada to show girls they can be whatever they want when they grow up.

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Is social stressing moms out?

Many millennial women are feeling pressure to be perfect, plus other insights from a new study.

Mothers

Check it out: A better Mother’s Day gift

International charity War Child uses humour and brutal honesty to drive donations around the special day.

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Estee Lauder creates millennial-friendly brand

The cosmetics brand has launched a new line at Sephora to prove it’s not just for your mother.

Harlequin

Check it out: A sexy spin on the coffee break

Harlequin’s new campaign cheekily acknowledges the need for a little escapism.

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A day to tackle sexism

How some brands hope to affect lasting change on International Women’s Day.

Mars

Tapping into taboos

MaRS’s Dianne Carmichael on why health and wellness companies that are edgy with their marketing are poised for success.

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Why Danone has become drinkable

Activia’s newest product line targets busy, health-conscious women.

SpecialK

Check it out: Special K digs in

The brand celebrates stuffing your face with its latest “#OwnIt” spot, launching its newest product line.

Rethink

Rethink Breast Cancer goes kid-friendly

An animated series, which uses the voices of children, tackles challenging conversations around cancer.

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What women want (in 2016)

From real words to real men, Marketelle’s Jessie Sternthal weighs in on what ladies want from marketers.

Reebok

Reebok expresses its strong

A new campaign uses real Canadian women to expand the brand’s fitness message.

Penningtons

Penningtons’ new attitude

The plus-size clothing retailer repositions to be an advocate for size acceptance.

Tylenol

Tylenol’s role reversal

A new social campaign for Cold and Flu focuses on family support over product promotion.