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Insight/ Market Research

Similac’s Dubious ‘No Judgment’ Marketing

Even those of us who are “fearless formula feeders” and those who don’t give a second thought to a woman holding a baby and a bottle find the public-service message “Don’t judge one another for feeding a baby formula” a little laughable when “brought to you by Similac.” The very-lovely-I’m-sure marketing people at Similac may hope to help mothers bypass that judgment stage. But Similac itself, in whatever corporate form it has, wants people to buy more baby formula. When the message is from a marketer, it’s never just about the message.

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