I don't think that "best start" would be helpful.  It would appeal to the
moms who have the resources and support to try to be competitive and want
their children to be better than other kids.  Most people are just trying to
do what is acceptable by society, and good enough.  So "good start" appeals
to the majority of the market, which is what Nestle would want to do.  They
want as much of the pie as possible, not just a small slice.  As well, these
moms who want the "best start" probably already know that breastfeeding is
the only choice, and are unlikely to switch or supplement anyhow.  Formula
marketers don't chase the LLL moms, that would be a waste of time.  Thay are
chasing the moms who generally know that breastfeeding is good - that what
you feed an infant is important - but haven't really researched or committed
to or are supported well enough to breastfeed successfully over the long
term.  So this majority of moms ends up bottle feeding, and since they
probably know they are choosing second best, they need & want to be
reassured that what they are doing is still "good enough".

I'm sure Nestle considered "best start" along with "good start", and chose
"good start" for these reasons.

Anyhow, Dianne Weissinger has said this all before.  But even before I read
her article, the phrase "breast is best" always rubbed me the wrong way.  In
my marketer's gut, I knew that phrase wasn't helping breastfeeding
promotion.

Janice Reynolds
ex-marketing & sales professional

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