French baby brand Lotus is connecting with young parents by painting a realistic picture of parenting.

French baby brand Lotus is connecting with young parents by painting a realistic picture of parenting. As more baby brands continue ditching clichéd depictions of parenting (think soft lighting, cozy music, and pastel colors), Lotus Baby is going all in on what parenting really looks like. The brand’s latest ad campaign highlights the beautiful mess that is parenting: one dad struggles getting his daughter to sleep, a mother changes her child in the park while they throw their stuffed animal in the water, and another father tries to keep his child entertained as he finishes around-the-house tasks. Empathy was one of the main drivers for the campaign aiming to show parents how Lotus can “make life a little softer” as the brand works to “build trust among parents” while “using softness as an asset.” With the pandemic drastically changing what parenting looks like, 51% of Millennial parents say quarantining with their kids has had a negative impact on their mental health according to YPulse’s parenting research, and it’s important for parenting/kids brands to show that parenting isn’t all sunshine and snuggles. (Adweek)