A new short documentary created by the company features scenes with seven new moms, each trying to make the right decisions for themselves and their babies.
The single mother, about to return to work, cries when dropping her daughter off with a family caregiver. The pediatrician with two children under the age of two is constantly quizzed about whether she intended to have kids that close in age. A mom of premies is distraught when she can’t breastfeed them. One mom wants to raise a gender-neutral child while the other relishes the opportunity to put her son in bow ties.
At the end, they all gather in a room, babies in tow, and begin tearfully confessing how they initially judged each other.
Misha Jenkins, director of marketing for Similac, says the campaign is meant to become a movement of tolerance. In the conversations that unfold on the brand’s Facebook page, mothers discuss their personal choices and practice non-judgement in real time. They also post loving endorsements of Similac — or describe why the formula didn’t work for their baby.
Amid its virtuous messaging, Similac doesn’t pretend it’s not a company looking to capture market share. The website dedicated to the initiative includes basic tips for withholding one’s opinions, an invitation to submit personal videos, and links to formula products and the company’s rewards program.
Some might discount Similac’s efforts, especially those who feel the company stands to gain when women don’t breastfeed, but Katherine Wintsch, founder and CEO of The Mom Complex, a Richmond, Virginia, consulting company, says the campaign is important.
“I think spending time and dollars to end the mommy wars is a noble cause, and should be done,” she tells Mashable.
Wintsch says advertising that targets moms has become increasingly honest about the challenges of motherhood. Brands have moved beyond the smiling stay-at-home mom in a cardigan and capris, praising a product, and instead looked to candor and humor to make their case.
Millennial moms comfortable with social media and blogs, she says, are responsible for this trend: “They’re the first generation not to take motherhood so seriously. They admit it’s hard, they admit they’re not perfect.”