In the new Web series, “In The Motherhood,” Suave and Sprint are tapping into one of the largest passion groups on the Internet: mothers.

Featuring Leah Remini, of King of Queens fame (or Saved by the Bell for those of you who remember ridiculous details from old sitcoms like I do), the series of Webisodes is touted to have been created “by Moms, for Moms, and about Moms.” The show invites mothers to participate by submitting their own parenting stories, voting on others or just browsing the site. The winning submission is then featured in the next Webisode.

I think this is a phenomenal concept, particularly coming from these two brands who are obviously courting mothers because of the tremendous weight they carry in household purchasing decisions. Debra Aho Williamson, senior analyst at eMarketer.com, stated in a recent Advertising Age article that “18.4% of U.S. internet users were females with children under 18 in the house, a number predicted to rise to 36.6 millions by 2010.” And what better way to reach mothers than to ask them to talk about their children? I might have done that a bit on this site here and here.

I applaud these two consumer companies for embracing Web 2.0 as a new vehicle for reaching its target audience. Only time will tell if the concept is a long-term success, but in the meantime, I will certainly be visiting the site, and maybe even contributing my own stories.

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