Kraft, S.C. Johnson Sponsor ‘Mom Life’ Web Series

Kraft and S.C. Johnson have signed on as sponsors of a new Web reality series called Mom Life, which launched this week.

The two packaged goods companies are the first to run ads on the motherhood-themed site. Interactive agency Digitas came up with the brand content, while its sister arm, The Third Act: BBE, distributed the content. Real Mom Productions and Stun Creative handle video production duties.

Mom Life (at Jenandbarbmomlife.com) chronicles day-to-day adventures of real-life moms Jennifer Pate and her friend, Barb Machen. The two aim to reach out to a larger community of mothers through blog posts, “guests of the week” and online episodes. Video topics range anywhere from “simple, healthy” cooking to handling in-law troubles to time and style management.

The episodes, which are typically anywhere from 4 to 5 minutes long, begin with a brief commercial for a Kraft or S.C. Johnson product. There is also a plug for the product in a separate screen. “New! Oreo Mini Cakesters. In 100 Calorie Packs,” reads one ad. There are also value-themed savings offers that consumers can redeem by clicking on the link, which then directs to the brand’s landing page.

Other brands that will advertise on the series include Kraft Salad Dressings, DiGiorno pizza, and beverages like Capri Sun and Maxwell House coffee. Kraft and S.C. Johnson will remain the sole sponsors of the video series, which runs through June, she added.

Laurie Guzzinati, Kraft’s associate director of corporate affairs, said the partnership illustrates how the company is rethinking its approach to digital. “As we looked at different ways to use various media, specifically digital as a way to engage with our consumers, the Mom Life program emerged as an interesting and innovative channel,” Guzzinati said. “This represents a further evolution from what you can describe as a traditional broadcast experience to actual content creation.”

Digitas rep Wendi Smith said the site’s launch drew its inspiration from the fact that moms make up the majority of packaged goods purchasers. That, combined with the statistic that “moms are high participators when it comes to actions such as downloading, watching videos or viewing content,” made perfect sense to form a motherhood-themed Web channel. According to eMarketer, moms will make up 39.6 million of the online audience by 2012.

Such efforts demonstrate that “brands are recognizing that consumers are utilizing a network of “experts,” [that is], people from family and friends to key influencers, celebrities, doctors and bloggers to total strangers,” said Marc Connor, strategic planning director at Bridge Worldwide, which has developed reality Web series for packaged goods companies, such as The Working Lunch for ConAgra.

Connor cautioned, however, “it’s harder to tell your brand or product story if you’re just placing an ad in front of a video.”