Bobbie, the fast-growing formula brand, has a new, unapologetic spokesperson: Cardi B.
As Bobbie’s honorary “chief confidence officer,” Cardi B stars in “The B is for Bobbie,” which launches today. The aim is to help parents feel better about their feeding choices, while also raising awareness of the maternal mortality crisis in the U.S. and the need for greater parental rights.
“It’s our boldest campaign yet, which says a lot for us,” Kim Chappell, Bobbie’s chief brand officer, told ADWEEK. “It’s really about giving parents who are going through the emotional toil of a feeding journey the confidence to feed without shame.. and rallying for systemic change that parents so desperately need in this country.”
The Cardi B campaign comes a year after Bobbie grabbed attention with a Times Square billboard featuring influencer Molly Baz breastfeeding.
The latest work also aims to spark debate and advocate for change. Many mothers feel pressure to breastfeed, but that can be difficult when the U.S. doesn’t offer paid family leave, Chappell said. It’s also been a tough few years for the formula industry, which has had to navigate supply chain shortages, high costs, and worries about contamination.
In the hero spot, directed by Kanya Iwana, “Cardi Bobbie” answers real parenting questions from four bona-fide Bobbie parents, including Southern Charm’s Madison LeCroy, chef and TV host Sophia Roe, gay dad and choreographer Blake McGrath, and Mexican actress Carmen Aub.
“Parents don’t need side eyes and judgment, they need real talk, real support, and real answers,” Cardi B said in a statement.
In a second ad, Cardi B speaks about the maternal health crisis in the U.S., where Black and brown women are two to three times more likely to die during childbirth.
“This was a very intentional decision by our company as an issue that we have stood up for for years,” Chappell said. “This may not be an experience that many of our customers have had. They may not even know that this is an issue, but they should, because it impacts all of us.”
