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THE MOTHER OF ALL MOTHERS
With a quiet moment or two on our hands, we decided to send Asda an email asking if Sharon Osbourne, with her rehab kids, was the ideal person to front the "mum in a million" campaign. Nadine Farley from asda responds with a charming letter:
Thank you for your recent email regarding the appearance of Sharon Osbourne in our advertisements.
The great thing about being part of Wal-Mart is that they don't pretend to be experts on what will work in a particularly part of the world. They're happy to let us make our own decisions on things like this and are as delighted as we are about working with Sharon.
We weren't looking for a celebrity who shops every Saturday with ASDA to lead this campaign. This was much more about finding someone who summed up everything mums stand for. When we talked to our customers and Sharon was very much this, in fact 78% of customers said they thought Sharon understood what it was like to be a mum and 80% said they believed that she understood that mums were key to keeping the family going. This made her the perfect choice.
As Sharon has said very recently, she's worked extremely hard for everything she's got - no silver spoons in her family. Just like our customers she knows how hard it is to juggle a job, a husband, children as well as ambitions for herself and her family.
So, it's all been focused grouped then. We suppose that's what matters.
We do have to raise a quizzical eyebrow at the "no silver spoons in her family", though - is it just us, or does anyone else think that maybe Kelly and Jack have been born with a bit of a silver spoon in their gobs?
3 comments:
Reading into those stats, 22% of Asda customers seem to think that even though Sharon Osbourne is a mother, she has no understanding of what it's like to be a mum. Nearly a quarter of people thinking that an actual mum doesn't know what it's like to be a mum doesn't make her the perfect choice at all in my eyes.
Daughter of Don Arden = No silver spoons?
Hm.
I think everyone needs to get off sharon's bum, she's worked her butt off, raised her kids on a tour bus. Has dealt with drug addiction, and alcoholism for 20 + yrs, and Sharon and Ozzy are worth 40 million pounds? I would vote for her to start a clothing line through wal-mart, daughter of don arden.....hm... I think she was working for him at age 16, not sitting on her bum, like most teenies.
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