Active discussions

Meet the Other Phone. Child-safe in minutes.

Meet the Other Phone.
Child-safe in minutes.

Buy now

Please or to access all these features

Talk
AIBU?

Share your dilemmas and get honest opinions from other Mumsnetters.

Original poster

To think that Baby Dove have messed up

69 replies

minifingerz · 01/07/2017 13:16

With their latest marketing campaign.

"Our mild and hypoallergenic baby products are even suitable for looking after your newborn. So whether you’re among the 66% who think that breastfeeding in public is fine, or the 34% who think otherwise, whatever choice you make, we are with you every step of the way."

Clearly it's really helpful for new mums to be reminded that people don't approve of public breastfeeding. 😒

Picture below is part of the campaign.

Lots of angry people on the Baby Dove FB page.

What a clanger. Do you think they did it on purpose or do you think their marketing director is tone deaf and knows nothing about mothers or breastfeeding?

To think that Baby Dove have messed up
OP posts:
GiraffesCantPlayHopScotch · 01/07/2017 13:17

There is also one about 60% of people feeling passionate about not feeding a crying baby. Wtf

Decsbetterhalf · 01/07/2017 13:21

Lost for words

CaoNiMartacus · 01/07/2017 13:23

Everything is so divided these days, isn't it? This is truly the Divided Era.

CaoNiMartacus · 01/07/2017 13:23

Sorry - that was a bit vague. I meant that everything seems to be polarised. Opinions, political stances, etc. I guess Dove are capitalising on this.

Madbum · 01/07/2017 13:24

What the fuck does breastfeeding have to do with baby skin care? What do they mean by it?Confused

glitterglitters · 01/07/2017 13:24

For the marketing manager at Dove
Biscuit

SasBel · 01/07/2017 13:27

Yup, awful campaign.
I am also of the opinion that popping a boob in stops babies crying!

skyzumarubble · 01/07/2017 13:28

I can't believe that they thought that would be a good idea for a campaign. Don't the market test these things or was it written by a bunch of men?!

glitterglitters · 01/07/2017 13:30

Well it's got people talking about it.... I'd love to know where they got their stats from.

Looks like it was part of a successful campaign in India, so it's not even a brand new campaign.

Hmm

I'm sure the ASA is going to get involved sharpish.

Original poster
minifingerz · 01/07/2017 13:32

"Everything is so divided these days, isn't it? This is truly the Divided Era."

Not really.

Most people believe that breastfeeding in public is fine and that it's good to be responsive to babies.

In any case, who gives two shits what other people feel about public breastfeeding - by law women can do what the hell they want.

It's also completely nonsensical. 'I think breastfeeding in public is wrong' Dove: 'Great, we're with you on this one'. "I think breastfeeding in public is absolutely fine' Dove: 'Great, we're with you on this one. And while we're talking, would you like to buy this baby lotion?'

OP posts:
Cel982 · 01/07/2017 13:33

It's truly bizarre. They're basically saying "Disapproving of public breastfeeding is an equally valid opinion and we support you in holding it". Which doesn't quite fit with their image Hmm

squishysquirmy · 01/07/2017 13:33

I do wonder how the questions on those surveys were asked.
I could well imagine that 36% of mothers don't feel confident enough to feed in public, but that is not the same as being against others feeding in public.

Original poster
minifingerz · 01/07/2017 13:36

"Don't the market test these things or was it written by a bunch of men?!"

No - the creative genius will be Jemima, 23, fresh from Oxford, who has never actually come into contact with a real baby and secretly think mums are a losers.

OP posts:
AbbeyRoadCrossing · 01/07/2017 13:36

I'd also love to know where they got those stars from. 60% of people are against feeding a crying baby? Sounds unlikely to me.

doleritedinosaur · 01/07/2017 13:38

I've already tweeted them asking why they got themselves involved in breastfeeding when 70% of the population are against animal testing.

Their PR Department are probably happy with how their name is being spread though.

Original poster
minifingerz · 01/07/2017 13:39

If the strapline had been '66% are happy to feed in public, 33% would prefer to spend their maternity leave breastfeeding in a toilet and crying to breastfeed in private' it wouldn't have been so bad.

Someone deserves the sack over this.

OP posts:
Beelzebop · 01/07/2017 13:40

Isn't everyone in favour of feeding a crying baby? 😂

Maudlinmaud · 01/07/2017 13:41

Wasn't aware Dove made baby products.

squishysquirmy · 01/07/2017 13:42

"Do the salty tears of miserable children give you nourishment? Its OK, Dove are fine with that. Keep on being you!"

MOIST · 01/07/2017 13:44

Who the bloody hell though that would be good advertising? Dick heads.

squishysquirmy · 01/07/2017 13:47

"Wasn't aware Dove made baby products"

You are now aren't you?
The cynical side of me wonders whether this campaign is so bad, that it is in fact deliberate. Its getting a lot more attention than it would have done normally.

Maudlinmaud · 01/07/2017 13:50

Yes Squishy that was my point I guess. It certainly appears deliberately provocative.

RedStripeIassie · 01/07/2017 13:54

What a pile of shite that is. The statistics sound made up Angry

WorraLiberty · 01/07/2017 13:54

Of courses they did it on purpose OP.

They've now got you advertising their product for them on Mumsnet, and no doubt countless others will be doing the same thing on other websites.

A marketing job very well done.

Decaffstilltastesweird · 01/07/2017 13:55

I just find the feeding one confusing... 60% think you shouldn't feed a crying baby..? What does that even mean? They think you should never feed a baby because they are crying? Or maybe it's that you can't feed a baby while it's crying; you can't shove your boob / a bottle in a crying baby's mouth, as it won't latch? I remember being told that by a mw when I was learning how to bf DC1.

Why would they publish that about public bfing? I've never met a soul who admits to disapproving of public bfing. Wonder if it's a regional thing?