Mother disruptor; why brands should pay attention to breastfeeding’s marketing moment

A burst of creativity has shattered the silence that surrounds breastfeeding, highlighting the power of advertising's ability to smash stereotypes and make culture.
In amongst the realms of the invisible labour of motherhood there are few jobs as wordless, all-encompassing and under-appreciated as feeding a newborn baby. Yet a clutch of adverts are successfully smashing the stereotypes, silence, misplaced shame and the misunderstanding that surrounds breastfeeding, paving the way for a more progressive era of marketing to mothers.

The groundbreaking Spill the Milk campaign for Tommee Tippee, the feeding and accessories brand for babies and new parents, brings both joy and honesty to the unspoken. The ad, created by Manifest, features breastfeeding women, those who prefer to bottle-feed and a woman who, following a double mastectomy, formula feeds.

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