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Tommee Tippee — The Boob Life
— Services
- Brand Strategy
- Influencer Relations
- Campaign Design
- Social Media Strategy
— Collaborations
- The Gate Films
- Fiona Burgess
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Tommee Tippee — The Boob Life
Breaking down stigmas through creativity
Breastfeeding and infant feeding is misrepresented and misunderstood in society, shrouded in stigma and sexualized in the media. This narrative affects 93% of mothers’ mental health and 94% of mums feel that breastfeeding should be more openly and honestly spoken about.
Manifest’s #TheBoobLife for Tommee Tippee disrupted how the parenting category speaks to women, broke down deeply entrenched stigmas surrounding infant feeding, and lobbied Facebook to remove its ban on showing breastfeeding – all through one unified global campaign.
The Challenge
Globally launch two new breastfeeding product innovations while at the same time building brand love and cultural relevance
We took a product focused brief and turned it into a unified global brand campaign that broke down breastfeeding stigmas, allowed parents to participate in a global movement and empowered mums all over the world.
Our Approach
Manifest developed a unified multi-channel campaign including a hero film, content series and brand playbook to unify all content.
Manifest produced a raw, honest, celebratory film featuring real Mums, alongside a digital content series Spill the Milk, that destigmatized feeding and brought The Boob Life movement to the world.
The Reaction
The Manifest campaign content was banned by advertising bodies & Facebook for “nudity,” starting a global conversation on the controversial policies that censor breastfeeding.
The campaign didn’t just spark sales, it sparked a global movement, with thousands of parents participating in a discussion that help to shift stigma and taboo in a way that made mums feel empowered.
