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We Are Social leverages adult colouring book craze with Bad Moms ‘adults only’ version


We Are Social leverages adult colouring book craze with Bad Moms ‘adults only’ version


We Are Social has created a Bad Moms themed colouring book to promote the film.

To publicise Roadshow’s upcoming comedy Bad Moms, creative agency We Are Social has launched a colouring book with a difference.

The colouring books are littered with images of skulls, barbed wire, drinks and messages such as ‘mummy needs a drink’, and ‘suck it’.

“Like crying alone in your car, colouring is a cathartic release from the stresses of modern-day motherhood,” the cover of the book explains.

“These beautifully illustrated scenes are designed to channel you into a pre-kid mental state, allowing you to let go of the bullshit and just have fun again,” it continues.

The 10-page book is being circulated to some patrons of the movie which releases today in Australia, and to media and social influencers.



“There’s a real social truth that at the heart of every great mum is just a little bit of a bad one,” says We Are Social managing director Suzie Shaw.

“These tattoo-parlour-gone-wrong designs reflect that,” she says.


Roadshow is happy with We Are Social’s work on the project, leveraging the colouring book product trend. “They brought a great idea to the table and we really enjoyed bringing it to life together,” says Nicole Byrnes, Roadshow product marketing manager for Australia and New Zealand.

Colouring books are enjoying a resurgence among adult consumers, who enjoy the relaxation and escapism of the pastime they enjoyed as children. At Christmas time, they sold well as a stocking filler.

Related: John West’s ‘Chef Bear’ social video ad series promotes its new Fiery Range »

Millie Marotta’s Secret Garden, and Millie Marotta’s Animal Kingdom are examples of popular titles in the genre, but it remains to be seen if the Bad Moms colouring book – or the movie itself – will prove popular.

The book joins the TV and theatre advertising push, as well as out-of-home and social #BadMoms campaigning for the film.


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Ben Ice

Ben Ice was MarketingMag editor from August 2017 - February 2020

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