A cultural moment for baby formula.

Nearly 90% of pregnant women intend to breastfeed their child, while only 50% are actually able to. The result is often frustration, guilt, and perceived judgment from other moms.

This inspired us to envision a world where judging moms is a thing of the past. We celebrated every style of parenting, creating the tagline, “Welcome to the Sisterhood of Motherhood.” 

The campaign gathered 8 million YouTube views in its first weekend, which is twice the number of new moms that exist at any given time in the US. We sustained momentum through print, social, and product-focused video, giving the brand a true platform to separate itself from competitive brands which focus solely on quality.

Agency
Publicis Worldwide

ACD/Copy: Kevin Egan

“The Sister Hood”
Copywriter: Jean Rhode
Art Director: Roger Norris
Director: Baker Smith

“Total Mom Acceptance”
Copywriter: Abby Meyerson
Art Director: Maurizio Grammatico
Director: Lauren Greenfield

Spreading Better Judgment

Helping moms spread positive judgment instead of the usual negative vibes, this social microsite lets users send a custom message of support to their mom friends.

The mom internet goes nuts.

The campaign was featured in Time, Huffington Post, Forbes, and Mashable along with all the advertising trades. And the video was shared on virtually every major mom blog. Put simply: if you had a baby, you knew about this campaign.