Viva isn't perceived as being as strong as other major paper towel brands.
28-35 year-old, single or married working moms who have kids 1-4 years old. They're tired of everyone only talking about the 'joys of motherhood' and want to know they're not alone in the struggles.
Viva is the most female brand amongst the other more male-centric paper towel brands. Since when does something have to be masculine to be strong?
In a society filled with male paper towel brands, Viva would like to remind moms that femininity means strength. By being real with mothers and showing more than just the picture-perfect moments, Viva shows the less-talked about emotional messes of life.