Malteser Ad Campaign - 'Mother Lovers'

[SarahJane03]

Just wondering what mums think of this ad campaign for Maltesers. I think it is a bit on the edge of being patronising?
https://www.maltesers.co.uk/lighten-the-load/partners

Yes- I remember rolling my eyes a bit at this.
It's almost like it's excusing crappy sexist behaviour- and being all kind to those going along with the misogyny. "There there, let's try and "help out"".
Not sure that makes sense- but I'm with you!

Just in case it's not clear, in Internet slang, "mother lover" is an under-the-radar way of saying "mother fucker".

Yes, 'motherlover'😡...cunts!

I, for one, welcome our chocolate brands giving advice to the nation.

E.g. Bounty could teach us about mental health issues, Flake could give sex advice, and Skittles are already doing great work on the LGBT side. 😀

Motherlover sounds like something to wank to …

When you look under the surface it's clear it's not a pleasant term and certainly isn't one to be used in mainstream advertising:

https://www.urbandictionary.com/define.php?term=Motherlover

It's a bit cringe, but I'm very pleased they are using the words mother, mum and women.

That quote though, with a woman moaning about a nursery contacting the mum first even if the dad is available - I mean who can bothered to be offended by that?!? Talk about scraping the barrell..of all the genuine worries a woman can have, they put that on the page..