SISTERHOOD OF MOTHERHOOD

All baby formulas are pretty much the same. The same ingredients. The same plastic tubs. So how do you differentiate a brand like Similac when baby formula brands aren't much more than commodities?

Well, our insight was that there is a huge amount of conversation/judgment about breastfeeding vs formula, cloth vs disposable diapers, stroller vs Bjorn, work moms vs stay at home. 

So we created a brand POV that asks moms to stop judging and let moms “mom their own way” Welcome to the Sisterhood of motherhood.