Abbott's video is a clever and sad attempt to market more formula. It was
created by an expensive ad agency and public relations firm to address an
issue that was causing a slump in formula sales. Mommy wars are partially a
construct of the media designed to create controversy, change behavior,
sell ad space, and cause people to read other people's opinions. The best
thing we can do with this video is bury it and certainly not use it as a
means to provoke civilized behavior. The video is designed to leave the
viewer with a feel good effect towards a formula manufacturer that violates
the Code at every opportunity as it endeavors to position infant formula as
equivalent to breastmilk. Neutralizing the opposition is a goal that this
video unfortunately seems to be making progress in doing. As this video
seems to have infected so much of the social media, perhaps it is time to
dose the social media with a strong antibiotic to rid us of a distraction
that is yet another pathetic attempt to sell a product.

See the Advertising Age article on this video. It is quite telling that the
marketing media has certainly seen the video for what it is--not an attempt
to make peace but a way to address a slump in formula sales! Maybe we are
doing something right!

http://adage.com/article/cmo-strategy/similac-end-mommy-wars-breastfeeding/296817/

Marsha Walker, RN, IBCLC
Weston, MA

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