Abbott's Similac: The sisterhood of motherhood

Abbott, a global healthcare company, launched the Sisterhood of Motherhood campaign in the US to reinvigorate the Similac brand and shift negative perceptions among women and moms.

Campaign details

Advertiser: Abbott's SimilacAgency: MSLGROUP

Situation Analysis

From infant formula feeding advocates to 'breast is best' lactivists, how women choose to feed their babies is a point of contention, leaving many feeling judged. According to the Centers for Disease Control and Prevention (CDC), breastfeeding rates in the United States increased dramatically from 24% to 79% between 1971 and 2011. In that time, the formula industry has come under fire from media and parents who question their products' benefits and wonder if companies really have parents' and babies' best interests in mind. In 2012, the American Academy...

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