new Aptimil slogan...

[jaggythistle]

just saw an advert which made me a bit .

it was the usual intro about 'breast milk is great, but if you choose to move on'. apparently it now benefits from '30 years of breast milk research'. no explanation of how it benefits though.

just seems a bit of a meaningless claim.

apologies if this ad has been on for months and I've just not watched enough tv.

30 years of research and the stuff still tastes like that...

If I were them I'd close down the R&D department

I like the fact that it's 30 years of research. You can research for 50 years and still find out bugger all . (Disclaimer, I am not anti formula, but I am anti pseudo scientific claims).

yes, it essentially means nothing but is trying very hard to sound impressive.

I'm not anti formula either, just get irrationally annoyed by companies spotting meaningless crap too.

Now I feel the need to say I am not anti-formula but find nonsensical and 'empty' advertisement weird.

Oh, I didn't mean to sound holier than thou. I just never want to risk offending on such a sensitive topic.

I've never tasted formula, but dear god you'd think they could do something about the smell.

I'll take 1000s of years research (evolution) over 30 years any day.

moonstorm here's a ^5 (high five) for you!

Whenever that advert comes on I'm unbearably distracted by the weirdly unnatural position the 'breastfeeding' baby is being held.

30 years of research and yet they still haven't worked out that babies don't actually feed from armpits...

My DH was saying he didn't like that when the womens breast feeding its all gloomy and wintery and when she's feeding the aptamil its all sunny and light. I never thought about it till he pointed that out.

^5 back

It's such a bad ad. I struggle to express in words exactly what's wrong with it - so much, yet it's very subtly wrong...

"30 years of research and yet they still haven't worked out that babies don't actually feed from armpits..." says it all, really.

Annpan88 The ASA has had complaints about that, but they've rejected them saying that it's showing the transition of time over 6 months of exclusive breastfeeding. Not the darkness into the light. So that's ok then. Guess who finances the ASA?

I think all these formula ads are as bad as each other. There was a thread a while ago with somebody asking which was the most ethical formula brand, because the op wanted to use formula but didn't want to give money to the bad unethical companies who undermine BFing. It was pretty much universally pointed out that they all undermine BFing for very obvious reasons.

LOL organic that made me actually laugh!

How ironic the only advert on TV that shows someone (attempting) to bf is a formula advert...

Change that, LOL verylittlecarrot !!