Please or to access all these features

Add post

Watch this thread

Save thread

Start a new thread

Flip thread

Hide thread

My feed

Active Unanswered threads

Getting started FAQ's

Unanswered threads Acronyms Talk guidelines

Hide shortcut buttons

Talk

Infant feeding

Get advice and support with infant feeding from other users here.

Flip

Original poster

Aptamil advert on TV...

22 replies

MerlinsBeard · 30/04/2008 14:35

I keep seeing this ad on TV. Have had a quick look around and can't see that its already been posted about (feel free to direct me to a thread if it has!)

I am in 2 minds about it. I am not anti formula (ds1 was ff and ds2 mix fed) but i do like the way they are giving proper information on bf

OP posts:

oops · 30/04/2008 14:43

Message withdrawn

Poohbah · 30/04/2008 15:08

I am anti formula advertising as in RL I have heard mums who bottlefeed tell other mums who breastfeed to give up breastfeeding and when you ask them about what they know about the risks of bottlefeeding they know nothing about the risks but just know that formula has "immunofortis" and extra vitamins and is actually just the same as breastmilk.

Rant over.....sorry that was this morning at the toddler group I go to...

If you want to do something about this go to

www.breastfeedingmanifesto.org.uk/how_you_can_help.php

The government are having a consultation on this topic and need your views by the 5th May 2008 so get e-mailing!!!!

fiodyl · 30/04/2008 15:27

Actually the first time I saw that advert I thought it was a pro-breastfeeding campaign or something.
Up until the point where they say when you decide to move on from breastfeding...' then it continued with the usual iplying that their formula is just as good breastmilk- the protective bubble round the bf newborn was still round the ff toddler protected from snezing.

hunkermunker · 30/04/2008 15:30

Don't be in two minds about it.

They are being incredibly underhand and using breastfeeding to promote their formula.

It shows breastfeeding, but it shows it to ensure that in the minds of their target audience, Aptamil is aligned with breastfeeding. It's a very sneaky way to brand breastfeeding with the Aptamil logo. Because you start off breastfeeding, but you move to Aptamil when you want to stop. The unspoken there is that it's whenever you want to stop - not at six months. And if it's in the first three minutes, you'll ask for Aptamil - because it's aligned with bmilk, thanks to the advert.

They've got some very clever people doing their ad campaigns - all of them with stones for hearts and big £ signs for eyeballs and no liking for women.

kiskideesameanoldmother · 30/04/2008 15:31

I haven't seen the ad but: 'when you decide to move on from breastfeeding' hmm, it sounds like it is an expectation that you will.

They are capitalising on and reinforcing the fact that there is no expectation in the UK to go from bfing and complementary solids to cow's milk at a year.

Caz10 · 30/04/2008 19:16

also - and probably nitpicking - but to me "moving on" implies an improvement, eg you do your gcses and move on to A-levels, you pass your grade 1 piano and move on to grade 2...

Original poster

MerlinsBeard · 30/04/2008 19:45

am at them now for getting me

I thought it was a good, balanced advert

it has just proven that in my post natal fog my brain seems to have disappeared!

Nice to 'see' you back Hunker

OP posts:

mum2sons · 30/04/2008 20:04

Yuk.
The drippy music would be enough to put anyone off buying their stuff. Agree, very very clever marketing. Lots of subliminal messaging.

AbricotsSecs · 30/04/2008 20:11

This reply has been deleted

Message withdrawn

sushistar · 30/04/2008 20:14

Sorry for my ignorance, but i thought they wern't allowed to advertise formula on ttelly?

Poohbah · 30/04/2008 20:48

They can advertise "follow on" milk they are not allowed to advertise formula for babies under 6 months, but really would you know that from the advert? The baby looks under 6 months to me. That's why it is important to actually ban the adverts as they are so stealthy that the Gov/NHS just can't compete with this kind of marketing. They spend £20 on every baby but think how much they get back if a mum decides to formula feed.

VeniVidiVickiQV · 30/04/2008 20:51

That's not the one for "Good Night Milk" is it?

Or is "Good Night Milk" cow and gate???

margoandjerry · 30/04/2008 20:52

It's interesting that they say "nothing compares to bm" though. It's a strong statement - not even "breast is best" but stronger.

I wish this has been govt funded though (and without the aptamil bit at the end obviously). It is sad when you think that you never see a tv ad for bf (well, I've never seen one. Has there ever been one?)

VeniVidiVickiQV · 30/04/2008 20:53

They absolutely should fund b/feeding adverts.

hunkermunker · 30/04/2008 20:53

Yes, the NHS ran a short campaign a little while ago. The ad used to be on their site. Hang on.

hunkermunker · 30/04/2008 20:54

Here you go

Original poster

MerlinsBeard · 30/04/2008 20:55

no VVVQ, its aptamil saying that nothing compares to BM until 6 months when you can stop bf and use their formula instead

OP posts:

VeniVidiVickiQV · 30/04/2008 20:58

ah i see.

hunker, log on please

RustyBear · 30/04/2008 21:00

I was watching this with DD yesterday, & she commented that it was strange that the only time she'd ever seen someone breastfeed on TV was on a babymilk ad.

margoandjerry · 30/04/2008 21:01

That's interesting. Never seen that. It's not as aspirational as the aptamil one I suppose. Or the other one aimed at Dads which is really seductive I think (can't remember which company).

sushistar · 01/05/2008 23:24

Just saw this ad again, and they say 'if' not 'when' you decide to move on from breastfeeding... presumably implying some people might not 'move on'...

TBH, I think it's quite progressive - considering its from a formula company!

moomindoo · 27/09/2009 21:54

I find this advert extremely offensive. I am a recently new mum for the second time and once again had great trouble breastfeeding. This left me feeling extremely low as i wanted nothing more to give my children the best start and breastfeed them. I went on to suffer severe PND i believe in part due to the stress and upset of not being able to breastfeed my children. As this was happening i see this advert on tv stating that "nothing compares to breastmilk". This only enforced my feelings that i was a failure as a mother and made me feel worse. I personally think this advert should be taken off air.

Flip