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For myriad personal and complex reasons breastfeeding can be tough or even impossible. That’s why, although the World Health Organization (WHO) recommends exclusive breastfeeding until six months, just 40% of infants are fed this way globally.
All moms will know the mantra that “fed is best,” and baby bottles have come a long way since formula went mainstream in 1867. However, tech startup Emulait is on its own mission to further “close the gap between breast and bottle.”
The Las Vegas-based business has designed a range of personalized designs intended to replicate the “nipple, areola, and breast, in form, function and feel,” for hungry babies.
The company has so far received $16 million in funding rounds and launched in the U.S. earlier this year. The start-up has now unveiled its flagship bottle in Europe as well as its first global ad campaign.
“Born for Now,” from independent Swedish agency B-Reel will launch in key markets including the U.S., U.K., Sweden and Australia with the aim of giving parents a sense of freedom and confidence around bottle feeding, and to encourage everyone to get involved, including mums, dads, partners, grandparents, co-parents, aunts, uncles and siblings.
“The brief was to translate our technology in a more human language,” explained founder and chief executive Shilo Ben Zeev, who launched the business after his wife struggled to breastfeed their daughter.
“We want to push this market into the 21st century,” he added, “but we wanted to use language that was parent-centric too.”
A tech aesthetic
Emulait’s biometric bottle can be personalized via an app that allows mothers to take digital scans of their breasts. Customers then select one of 25 bottle-top ‘nipple’ variations which come in five different skin tones and sizes.
The teats have multiple milk holes and a 3-flow system to replicate the physiological flow rate of a real nipple, which the company claims can reduce the risk of overfeeding.
At the heart of the campaign are two films shot in cinematic style, highlighting the tech powering the bottle.
Print and social ads (that could pass for posters promoting Apple or Samsung) will run in tandem, with simple copy underlining the product’s unique features.
