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Subject:
From:
Marsha Walker <[log in to unmask]>
Reply To:
Lactation Information and Discussion <[log in to unmask]>
Date:
Wed, 8 Jun 2016 11:37:44 -0400
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The marketing agency that created Abbott's campaign called "The sisterhood
of motherhood" has won an award for this approach to helping increase
formula sales. The write up about this "achievement" brags that the
campaign made powdered formula relevant to new millennial moms while
increasing sales of Similac. It specifically mentions breastfeeding as the
competition and how they went about tackling the "notoriously controversial
topic of breastfeeding." When did breastfeeding become a notoriously
controversial topic---when the media made it so.

What a sad commentary on how to go about successfully reducing
breastfeeding. I would love to know what that campaign cost. Even more sad
is that the cost of this campaign will be passed on to consumers who buy
infant formula. This seductive and crafty campaign tells me that we must be
doing something right! To read the entire announcement see:

https://www.linkedin.com/pulse/winning-formula-digital-storytelling-emotional-whitney-pillsbury

Marsha Walker, RN, IBCLC
Weston, MA

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