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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.



Feature pieces in earned media


Increase in engagement on social

— Headlines

On TV, a Rare Realistic Look at Breastfeeding

New York Times

A new Tommee Tippee video championong breastfeeding has been banned by Facebook

Marie Claire

Facebook BLOCKS baby bottle company Tommee Tippee's new breastfeeding advert for showing nudity

Mail Online

This Tommee Tippee Ad is a glorious celebration of breastfeeding (pump and leaking included)

Ad Age


Brand Film Awards

Best Branded Programme

Drum Awards for Content

Most Innovative or Creative Use of Content Best Creative Content Idea Using Video Grand Prix

Creative Moment Awards

Branded Content of the Year Creative Film of the Year

Drum Marketing Awards

Best Branded Content Chair Award

Prolific North Champions 2021

Advent of the Year

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