According to research from The National Library of Medicine, “Breastfeeding has become the recognized standard for good parenting, with social costs for not breastfeeding.” Mothers may feel guilty for using infant formula and experience negative feelings of self-worth. In the United States, 75% of infants start breastfeeding at birth. By three months, 67% of them will rely on formula for some part of their nutrition. Mothers returning to work after parental leave may start to use formula as well if they were breastfeeding.
While Bobbie has created an important product in the marketplace, some individuals will feel shame in using formula to feed their babies. So, the brand picked an ambassador who exemplifies that everyone has a different feeding journey.
Marketers, if you choose to partner with a brand ambassador, pick someone who truly stands for and believes in your products and the impact you have on your consumers’ lives.
Pick the right moment to announce your campaign
Osaka has been ranked number one in singles by the Women’s Tennis Association. She’s also the first Asian player to hold the top ranking in singles. She was the first woman to win successive major singles titles since Serena Williams in 2015. She is a tennis icon, a founder, an activist, and now, a mother.
And her return to the court at the Australian Open, for the first time since becoming a mom, was the perfect moment for Bobbie to announce their campaign. As Osaka says of her career, “They will say it’s a comeback. A bounce back.” In her partnership with Bobbie, she shares her journey of motherhood and how “parents push harder.”
According to Melanie Hayman, an associate professor at Central Queensland University, “the demands of pregnancy may help athletes develop mental resilience and coping strategies that can contribute to improved performance.” Hayman works with athletes and her research focuses on exercise and pregnancy and sees more athletes want to continue to compete post-pregnancy.
While Osaka didn’t advance past the first round in the Australian Open, all eyes were on her as she returned to the court. Bobbie picked the perfect time to announce the campaign: a moment when Osaka was still breastfeeding her baby and returning to work.
