What is the trend of empowerment-driven marketing?

Marketing campaigns that embrace an empowering tone can effectively combat social stigmas and redefine consumer perceptions, especially in sensitive areas such as parenting choices.

What is the trend of multi-channel engagement?

Utilizing a multi-channel approach, including digital and traditional media, allows brands to reach diverse audiences more effectively and foster a comprehensive community around their message.

What is the trend of cause-integrated branding?

Incorporating philanthropic elements into branding campaigns can create shared value, simultaneously promoting social good and enhancing brand image.

What are the implications for the infant nutrition industry?

The infant nutrition industry is seeing innovative marketing techniques that address consumer concerns and social stigmas around feeding methods.

What are the implications for the advertising and marketing industry?

The advertising industry is embracing bold, stigma-challenging campaigns that empower consumers and catalyze social change.

What are the implications for the philanthropy and corporate responsibility industry?

Industries focused on corporate responsibility are integrating charitable components into business strategies to align with consumer values and enhance brand equity.

Cheeky Infant Formula Campaigns : Good Start

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Good Start® Debuts the Stigma-Addressing 'Suck It' Campaign

Kalin Ned — September 11, 2025 — Life-Stages

References: goodstartbaby

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The Good Start® infant formula brand has initiated a new marketing campaign titled 'Suck It.' This initiative is designed to address and counter the social stigma and judgment often experienced by parents regarding infant feeding methods.

Developed in collaboration with several major agencies, the 'Suck It' campaign employs a confrontational and empowering tone to support parental choices, whether they involve breastfeeding, formula-feeding, or a combination of both. Through this initiative, Good Start® utilizes a multi-channel approach that includes traditional broadcast media, digital platforms, influencer partnerships, and public relations efforts. Tangible elements of the campaign include branded bottle sleeves and a limited-release gift set for new families.

A significant philanthropic component is also integrated, with a pledge to donate packages of formula to a national food bank organization for every individual who registers on a dedicated website.

Image Credit: Good Start®

Trend Themes

Empowerment-driven Marketing — Marketing campaigns that embrace an empowering tone can effectively combat social stigmas and redefine consumer perceptions, especially in sensitive areas such as parenting choices.
Multi-channel Engagement — Utilizing a multi-channel approach, including digital and traditional media, allows brands to reach diverse audiences more effectively and foster a comprehensive community around their message.
Cause-integrated Branding — Incorporating philanthropic elements into branding campaigns can create shared value, simultaneously promoting social good and enhancing brand image.

Industry Implications

Infant Nutrition — The infant nutrition industry is seeing innovative marketing techniques that address consumer concerns and social stigmas around feeding methods.
Advertising and Marketing — The advertising industry is embracing bold, stigma-challenging campaigns that empower consumers and catalyze social change.
Philanthropy and Corporate Responsibility — Industries focused on corporate responsibility are integrating charitable components into business strategies to align with consumer values and enhance brand equity.

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