The Medela Breast Milk Commercial
August 19, 2009 by Angela White, J.D., breastfeeding counselor
Filed under activism, breast milk, products, pumping
After I posted about the Advertising of Infant Milk, two commenters mentioned how much they liked the Medela commercial that has been running on the Discovery Health Channel. Curious to see the “breast milk commercial” myself, I found the 31-second ad on Medela’s website. (Go on, watch it. I’ll wait. Then come back and let me know what you think please!)
What do you think of the ad? My first thought was, “Way to go Medela! You actually showed actual breastfeeding, on television!” (Yes, actually, that is how I actually thought it LOL). Apparently though this version of the ad is a revision from a previous version that received complaints from the lactation community, and still the ad has received criticism for implying that a pump and bottles are necessary for breastfeeding, and for showing breast milk as a commodity in a grocery store, in a newspaper ad with coupons, and on a billboard. The whole point of the ad is that you will not find breast milk that way, but then there is still the impression at the end of the ad that a breastfeeding mother will need a pump to remove the milk from her breasts and need bottles to feed the baby. I don’t know. Medela is already in hot water with some in the lactation community for marketing bottles and nipples (teats) as a feeding system apart from a breast pump in violation of the WHO International Code of Marketing of Breast-milk Substitutes. That marketing definitely bothers me. But this ad? I guess I am easily swayed by any portrayal of breastfeeding on television and by a cute smiling baby. I didn’t find the ad so troubling, and some breastfeeding women do need pumps and bottles.
So, what do you think of the ad? Is it a great promotion for breastfeeding or a devious undermining of breastfeeding? A little of both?
While I personally agree that the WHO code is in need of a makeover/update, it troubles me that Medela is choosing to blatantly disregard it.
Medela could very easily remove the pictures of nipples and bottles on their ads and packaging and be in compliance. As a market leader, it’s really troubling that they choose to thumb their nose at the lactation community so they can sell a few more bottles. La Leche League and ILCA have disassociated themselves from Medela because the WHO Code is part of their ethical foundation, yet Medela does not care. Their goal is to make $ selling bottles.
The problem with the first version of the ad wasn’t purely the “wouldn’t it be great if we could buy breastmilk in bottles” issue (which _is_ problematic in some less obvious ways), but around this commentary, superimposed over the image of a woman’s hand screwing a teat onto a feeding bottle:
“When you choose to breastfeed, you’re doing what’s best for your baby. When you choose Medela breastfeeding products, you’re doing what’s best for you both.”
At the same time, Medela was engaging in ongoing and obvious WHO Code violations, including standalone bottle giveaways as well as some other advertising violations.
I honestly liked it. Fact is, many women will need a pump and if they use a Medela pump (as opposed to one of the cheaper, less efficient pumps) they will be successful in breastfeeding. They don’t show a woman pumping – they show a woman breastfeeding. The only time I saw a pump is at the end, but Medela sells pumps. I really don’t know what the uproar would be about.
It was clear to me that you won’t find BM in the store, on sale BUT you will have it with you always! I thought it was a positive ad. I’m glad ads like this are running.
I loved it. I don’t see how it undermines breastfeeding in any way. What’s a working mother supposed to do if they want to breastfeed? I pump and I don’t even work! I like to be able to leave my baby in the church nursery on Sunday, and I like an occasional girls night with my friends or a date with my husband.
I agree with Becky–I liked the commercial and I think it serves 2 purposes: to promote breastfeeding and to promote Medela products. After all, Medela isn’t the spokesperson for breastfeeding, they’re a company that needs to sell their stuff. I think it’s great to show a happy mom/baby breastfeeding on tv at all, even if it is to promote a [great] company’s products.
I HATED the “best for you both” part of the first ad. I guess I’d just like them to recognize that staying home with your baby and nursing exclusively can be a perfectly valid way to nourish a child. (It’s what I’m doing right now so maybe I’ve overly sensitive?) I have run into so many moms who think successful breastfeeding must include pumping, and it’s just not true for everyone. Sometimes it just complicates matters. I am one of those women who can’t get nearly as much with a pump (even the Symphony) so with my first daughter I thought I had a low milk supply. This time I won’t be going back to work so I’ll never have to introduce a bottle, and my supply is awesome.
I like the second ad much better, even though they still have the bottles and pump at the end. I do wonder why, if they just want to be there to help, they didn’t emphasize that “Medela products” include things that exclusively nursing moms can use too, like nursing bras.
I loved the images of the nursing pair. And I thought the message was spot-on. They showed breast milk as a commodity first of all to highlight that it isn’t available this way, but secondly to show how it is everywhere. I liked it.
I didn’t see the original version, and I’m not familiar with the WHO controversy. I will say that my impression of Medela has always been that they are pro-breastfeeding, even if I don’t use their products. It would be fabulous if all moms could just nurse their babies whenever they needed to. That’s not the case. In the meantime breast pumps play a very important role in supporting breastfeeding. I think we need to consider the spirit of the law and the overall actions of a company. Although Medela also needs to consider the ramifications of their actions.
And, apropos of nothing, I was interested to learn that I’ve been pronouncing Medela wrong all along. I’ve been saying it with two sort e sounds, instead of one short and one long. Who knew?
I didn’t get a chance just now to watch the ad (will do later!), but from what you wrote, I think a little bit of both. I think that those who breastfed – and especially those who did have to pump (me!) – might see it as you did, as an awareness of breastfeeding in some way. But those who don’t know much about breastfeeding – either because they didn’t bfeed, lack information, or are not in a situation requiring that choice (i.e. younger, no kids, etc.) – might see it as the critics do: as promoting the need to pump when breastfeeding. So considering the whole idea that we need to make more information available on breastfeeding to help up its rate, it might be a plus AND a con as it might turn some people off due to the perception of the extra “equipment” needed and inconvenience of pumping.
Ok, that’s my very quick 2-cents on it
Posting a comment from Cindi (sorry, I had trouble approving it!):
For the people who say we should be looking at a company’s actions…. Ask yourselves, If a company blatantly disregards the law — maybe tax evasion as an example, but is a “good” company… donates money to charity, etc, should they be allowed to flaunt the law with impunity? What about a “good” person? If I run a red light, should the police officer take into account that I am a “good” person? That I donate to charity? That I help other people? Or should he/she expect me to take responsibility for my actions?
Medela knows exactly what they are doing with the Code of Marketing of Breastmilk Substitutes. They couldn’t care less. They count on people to say, “but they are such a “good” company… they do breastfeeding research (of which they recoup the losses by jacking up the prices of pumps) and they give money to charity (good tax shelter) and they do education for hospitals (so do the pharmaceutical companies — to show how THEIR product will cure the illness as opposed to any other product and again the end consumer pays for this as well with jacked up prices) You need to realize that no thriving company does anything for “free”. There is ALWAYS a return for them or they are not thriving.
What I’m getting at is that Medela does all these “good” things for one purpose only — to make money. They count on people NOT knowing that these are financial and marketing strategies to get good will for the company and then make even more profit. They are succeeding quite well apparently as evidenced by the remarks here. Wonderful news for Medela shareholders.
As far as I’m concerned, no one gets a free pass to violate the Code because they are a “good” company. You either support the Code or you don’t. Medela shows their true colors by their actions. They support breast milk feeding by their actions. NOT breastfeeding. A subtle difference. And there’s where the bottles come into play. The reasoning might go something like,
“Sure, play at breastfeeding… but we all know that it’s inconvenient at times and you have other things to do beside hold your baby.. so use our super duper pumps so you can give your baby breastmilk… let someone else watch em… just provide the breastmilk and you are free again! Woo hoo!” I know, somewhat sarcastic, but still, that is what Medela’s actions support. Not just the needed use for moms working outside the home. But the subtle influence that every mom NEEDS a pump for the above reasoning. As if to imply that expecting a woman to actually breastfeed her baby all the time is unreasonable. So it really irks me to hear people saying that Medela is such a great company and that they support breastfeeding.
When the facts show that Medela is just another company out to make as much a profit as they can and that they support breastmilk feeding. That is really all you can say about Medela. The company is NOT any better or worse than any other formula, pharmaceutical, oil, utility, etc company. It’s big business, pure and simple. Yes, women might breastfeed because they used a breastpump to protect their milk supply while fixing a problem — but this is NOT Medela’s concern as a business. Their concern is to sell breastpumps and now bottles and to make a profit for their shareholders. Period.
So in my opinion this newest ad of theirs (while gushy about breastfeeding) isn’t anything to get excited about. It’s clear that they are using tried and true marketing techniques to promote their product and generate good will for their company. And it apparently has worked. As would be expected with all the money poured into it. LOL. Which any mom who buys their pumps will be paying for in the end.
Having other people watch your kids at times even when you are a stay at home mom does not mean you are “playing at breastfeeding.” Yes, I will leave my baby in the church nursery on Sunday (I haven’t yet, she is only 3 weeks old, but I will eventually…I did with the other two at about 6 months). In fact, I just pumped this morning to get her to learn to take a bottle sometime this week. There is nothing wrong with having a night away from baby…thank the Lord we have things like breast pumps to make this possible for those of us who would like to enjoy an occasional night out (and I probably leave my nurslings 3 or 4 nights total for the first year, no more than 3 or 4 hours each night). If a breast pump encourages a mom to breastfeed rather than use formula, I say go for it! My babies never had an ounce of formula, and I was thankful for my breast pump (although not Medela, just so ya know). If some moms prefer to never pump, that is just fine. But lets not judge those moms who do. I do agree Medela is just trying to make money…but so does every company that sells something:)
Most breastfeeding moms DO need a pump, whether to keep up milk supply while baby is ill, ease discomfort from engorgment or just so they can enjoy a few hours away from the baby, so I think it is perfectly ok to advertise the need for a pump. Pumps probably help most women breastfeed longer because of the freedom that they allow. I breastfed my son for 15 months and I know I would have never made it that long without a pump (which was a Medela).
“I didn’t see the original version”
It’s linked from my name above, if you’d like to see it.
The heart of this issue is that breast is best; not pumping. Medela’s implication that breastmilk is good for the baby and pumping is good for the mom undermines the idea that the best thing is to put baby to breast, period. I wrote a post all about the problems w/ Medela here: http://www.makesmomhappy.com/2009/08/problems-with-medela.html
My gut reaction is hooray for showing breastfeeding on t.v. That is a good thing when it is portrayed positively. But honestly, from a marketing and creative standpoint, I think the ad could have been done better, and if Medela had avoided the display of their pump products at the end, they would have won big points with the breastfeeding community. Showing pumps is like showing a picture of a car battery: it doesn’t inspire you to want to buy the car. And Medela enjoys enough brand recognition that they don’t need to show the product. As for the violation of the WHO Code, I can understand both sides, but I don’t think an anti-corporate rant is going to help things. I think there are more effective ways to put pressure on companies to become code-compliant, POSITIVE, encouraging ways . . . feel free to email me if you want to know more! In the meantime, we need to be putting more pressure on the most egregious violators of the code, those that are making false claims in marketing formula (and yes, I used formula for my son).
I am one of the original commenters mentioned in the post. i was just so happy to see any advertising of breastfeeding on TV, I didn’t take much notice if it was wholly supportive of breastfeeding or not. In the ad that ran on my TV, I still don’t see how it was detracting from nursing in any way. MOST moms in this country (that doesn’t guarantee maternity leave of any length) will need to return to work at some point and need to pump. No, I don’t think every mom will need to pump, just most. On Tues. I attended an LLL meeting near my house. THere were 8 women there, including myself and 2 leaders. 3 of the 8 worked and needed to pump, 2 I know for a fact were stay-at-home moms (both of the leaders) and the other 2 I am not sure about because they didn’t mention anything to make me think one way or the other. So if at least one of those moms will return to work at least part-time, that makes 4 of 8 moms in a breastfeeding support group that would need to pump at least some of the time. HALF of an LLL group. This was the daytime group, the evening group actually caters to working moms, so the percentage of moms who pump I would expect to be much higher. Like it or not, pumps are a necessary part of breastfeeding for working moms ( at least until this country adopts some better laws on breastfeeding and maternity and childcare leaves). I would much rather a soon-to-be mom see this and think, Hey maybe I CAN breastfeed after I return to work, all I need is a pump! And although I was an at-home mom almost the entire time I was breastfeeding my daughter (I went back to school 2 nights a week), I STILL used a breastpump to maintain a very meager supply (I only produced about 10 oz of breastmilk per day by test weights, even with pumping and medications/herbs). I am pregnant with #2, and I will need to return to work at some point after this baby is born, and will need to pump if I am to continue to nurse this baby. Yes I would have liked to see better advertisement of the other products they sell, again, I was happy to see ANY promotion of breastfeeding on TV. I get so sick of the market saturation that the formula makers have. They seem to have such a hold on the markets. I even flipped through a Parents magazine, and didn’t see a single ad for any type of breastfeeding product (with the exception of a glamourmom tank in the very back ‘advertising section’) while there were many ads promoting all types of formula and bottles. Its time for breastfeeding support companies to start promoting their products in a way that the majority of Americans will see the ads- on mainstream TV. This is a start, maybe a rough one, but you have to start somewhere. Hopefully Medela and the other companies will see the buzz generated from this ad and make more like it (there is no such thing a negative advertising!).
I’ve been working on a post about this but haven’t published it yet.
As much as the tagline rankles a little, I think the attacks on Medela are absurd.
The WHO code is not “law”–it is a code of ethics by an international organization. Medela is free to decide that it can ethically market these products even if it is in violation of the code (and other organizations are equally free to decide they no longer wish to work with Medela).
Although I exclusively breastfeed, bottles and nipples/teats are not dangerous items that need to be subjected to the same sort of marketing restrictions we use on pharmaceuticals, alcohol, and other controlled substances.
The WHO code has its heart in the right place but it is a paternalistic and overbearing way of going about promoting breastfeeding.
I find this whole debate facinating actually, as anything that is a personal choice is bound to be. I thought the commercial was quite good, since they are a breastpump company I would expect them to be promoting their products right along side the reason they exist. I too, am a working mother who pumps. Unfortunately I am also exclusively pumping due to several problems that actually landed us back in the hospital. I’ve been through it all it seems, from mastitis to pumping going down the highway (not driving!). It is extremely important to me that my son (6 months) be on breastmilk for as long as possible, which seems to be going quite well. With the help of my (medela) pump, I am keeping up to his needs around 30 oz/day. I had hoped to have a better store of milk in the freezer, which was the reason for purchasing the pump to begin with. At any rate, I thought the commercial was overall a good thing for more of a “general” audience to see and get used to the idea of it. I completely agree that the US needs to take a better look at the way mothers are treated in some European countries, where the bond and wellbeing of the baby comes first. My time at home was not long enough!