Create a personal, human connection with Moms. The biggest issue Similac faced was lack of differentiation, driven largely by FDA-mandated minimum standards that have commoditized the formula market and the sea of sameness in brand communications.
We leveraged the cultural insight of Mommy judgment—the biggest issue new moms face that makes them feel insecure about themselves as parents, during a particularly emotional time in their lives. With “The Sisterhood of Motherhood campaign,” we’re asking parents to focus less on differences and more on raising happy, healthy babies.
We connected with millions of moms almost overnight. We touched a nerve, in a really great way. One Mom quote illustrates: “If any topic leads the Mommy Wars issues, it’s breastfeeding vs. bottle feeding. Similac knows this…And rather than trying to bash the Breast police, Similac invites all moms into peace.”