The contrast of a subject so fundamentally intimate and emotional, paired with visuals and language we usually associate with tech giants was intentional, with B-Reel’s copywriter Anna Zetterlund, adding the inherent tension enthused the team.
“While a lot of our competitors focus solely on babies, we wanted to shift the focus to tell a story that speaks to parents first and foremost,” he added.
“Parents, and anyone raising a child, should be able to see themselves in our campaign and feel heard in the way that we talk to them. This, in combination with the fact that we’re using 3D visuals usually reserved for a new tech launch, means we’re carving out our own space in the market.”
Freeing the nipple
Though brands including Tomme Tippee and Frida have shown breastfeeding moms in their messy, complicated, loving and unvarnished glory on prime time TV, the female nipple very much still censored on apps including Facebook and Instagram.
Emulait’s campaign has censored out the bottle teats in some executions as a cheeky nod to these stringent nudity rules on social media platforms.
Ben Zeev said as recently as a month ago, Google banned Emulait’s ads because their system flagged the bottle as a sex toy.
“It’s happening to us daily online, we’ve been facing a lot of issues with online ads,” he said.
B-Reel took this and ran with it.
“When you have a bottle that looks like a real breast paired with a social media first campaign, it’s too good of an opportunity to pass up,” said Zetterlund.
“We just had to make a comment on Meta’s guidelines and history of banning posts featuring breasts and nipples. We were looking for a strong way to connect with our highly intelligent and passionate audience, knowing we had a lot of information to deliver. A fun hook and warm tone of voice felt like a strong way.”
With 95% of sales currently coming from the U.S., the business hopes to grow its market share across Europe and Australia, taking a slice of the a market anticipated to be worth $623.2 million by 2032.
Founder “We hope to see 5% growth in Europe in 2024,” said Ben Zeev.
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