To be so irked by the new Aptamil advert?

[QueenofmyPrinces]

Has anyone seen this advert? It really gives me rage.

It starts off with the typical “Breast if best” blurb and then goes on to say they believe that as babies grow and develop they should have a variety of experiences and then the voice over starts on the whole “If you choose to move on.. ..” stuff.

It is basically trying to imply that giving babies their formula is an “experience” that we should allow our babies to have.

The final cheesy line on the screen is “Raise them ready”

Raise them ready for what exactly?

Who comes up with this rubbish advertising?!

Sorry for all the typos - my phone keeps malfunctioning today.

They’re just trying to sell you their follow on milk. Aptamil have always wanted you to believe that their product will magically turn your child into a moutain climber with a PHD or four. Ignore.

It makes mine projectile vomit, I’m happy to avoid that experience 😂

YABU, I thought they did quite well deferring to breast feeding, as the best option, whilst still advertising their product. I think it's quite sensitively done.

Spend your energy worrying about more important issues!
What would you suggest parents give if they’re not breastfeeding past 6 months, or at all?

Yeah, I was surprised by it. Seemed a definite undertone of ‘come on, they’re six months now - get them off the boob you weirdos!’. Didn’t particular annoy me, just thought it was very crap. I find it odd how stringent the government are on formula advertising, but follow-on milk seems to get a free ride.

Yabu it's really hard for formula companies to

Stay within the regs
Not offend either bf or ff
Promote their product still - which is the point of the advert

Don't envy them at all.

Personally I do think the low level of bf needs addressed but I honestly think that's very little now to do with formula companies and more to do with cultural taboos.

Isn't follow on milk just a gimmick anyway ? I've seen on MN before that the 1st stage milk is exactly the same and they just charge more for the follow on

You could always not buy it if you don’t want it

When my youngest (not me, still a bit sad about it) chose to ‘move on from breastfeeding’ I chose cow and gate anyway because it’s pretty much the same as aptamil but cheaper!

Just had a look at the advert. I think it's OK: it shows breastfeeding and says that breast is best.
I'm not what they should have done better.

I have no issue with Aptamil advertising their formula, I just think its so cheesy and patronising.

Do they really think that’s pawqnrs are going to view their milk as an “experience” and by giving it to their baby they will be “raising them ready”?

Still not sure what that even means?

I

I don't like the implication that you have to "move on" from breastfeeding. How is reverting to feeding formula by bottle moving on?

When my DD was a baby I overheard another mother giving advice to a new mum that was along the lines of "at 6 months you stop feeding and put them on the bottle" as if it was a rule.

Do you feel this way about all adverts? Petit Filous for example? Does it imply tgat if you do not feed your children the smyoghurt you don't want them to have strong bones? Formula has its place, the companies need to adveryisrcitvas they are competing with each other for formula feeders business. They are not telling people to stop breastfeeding. As a breastfeeding mother, I think there are far more pressing things you should concern yourself with. It's just an advert.

They are advertising "follow on milk", because they have to, because they aren't allowed to advertise infant formula suitable from birth. It is about getting their brand out there. People who are not breast feeding, for whatever reason, are going to remember Aptamil as a brand and buy Aptamil baby formula.

They mention breast is best because they have to, because it is. They are making it clear that they are not advertising infant formula in order to satisfy advertising law.

Breast feeding mothers aren't really their target market. They aren't telling BF mothers that it's time to move on to formula. They are getting their brand on TV and hoping to sell some gimmicky milk in the process.

It is cheesy advertising bollocks but YABU to be irked by it. Still less offensively shit than the Nationwide ads.

I don’t feel irked about all adverts, but definitely some adverts as do a lot of people.

I know formula has it’s place, I know the advert isn’t saying stop breast feeding and I know they’re just advertising their produce I just find it so cheesy that it annoys me.

It is cheesy advertising bollocks but YABU to be irked by it. Still less offensively shit than the Nationwide ads.

I haven’t seen those ones.... I might have to go and YouTube them and see if they irk me too

I realised during the x-post that I am completely hypocritical in being irked by Nationwide (and also slightly tainted in my miserable experience of being a hypoplasia IGT mum who depends on Aptamil) so I'll change my stance.

YANBU to be irked by cheese

Also don't google Nationwide ads. You'll implode

I get irked by how much people seem to care about things like this in all honesty.. Why is everyone so defensive? Formula or Breast just get on with it