BUSINESS OBJECTIVE PT 1 (S.M._._._) 

Tommee Tippee’s business objective was to globally launch two new products; the Made for Me Breast Pads and the Double Electric Pump while building its brand image.  

They destigmatized breastfeeding head-on by sharing its “Hero Film” online which depicts real mothers breastfeeding with the new products.  

The video got censored (as predicted) which earned Tommee Tippee publicity for its boldness in addressing breastfeeding’s stigma.  

The campaign was measured by earned media and attention, social media growth and product sales.

BUSINESS OBJECTIVE PT 2 (_._.A.R.T) 

By starting the conversation, Tommee Tippee gained recognition and its results. This was achieved by its brand’s identity, history and audience’s support.  

This was a relevant goal because breastfeeding is a real insecurity with abysmal representation. It’s realistic to destigmatize it by highlighting its censorship.

This campaign was time-bound by media attention, audience participation and product release.  

Tomme Tippee positioned themselves as pro-parent by tackling the boob taboo and post-partum insecurities.

THE CREATIVE BIG IDEA 

The big idea was to expose and change breastfeeding’s taboo by sharing its “Hero Film” an unashamed video of real mothers breastfeeding.  

Other insecurities were shown like stretch marks, cellulite, boob types, and more.  

The video also showed under-represented mothers; a mother of twins, a mother with breast removal, a disabled mother, and mothers of all backgrounds.  

Besides tackling physical insecurities, the paired “Spill the Milk” content series addressed the emotional ones, which were heightened during lockdown. 

ASSIGNMENT/TACTICS PT 1 | PUBLICITY 

The “Hero Film” video was broadcasted online. This portion of the campaign relied on PR and Publicity. Publicity was earned through media coverage over the video’s censorship.

Publicity was also earned through the paired, “Spill the Milk” content series.  

The “Spill the Milk” content series, included social media content, parent influencer partnerships, a muti-episode free online live series with parent experts, and a Parental Leave Sweepstakes give-away.  

ASSIGNMENT/TACTICS PT 2 | INTERACTIVE, EVENT SPONSORS + GIVEAWAY 

This campaign was interactive by its “Spill the Milk” live series. Due to lockdown, there was a loss of community and increased anxiety. Through this series Tommee Tippee brought community and resources to anxious parents.  

The series was held on Facebook Live and Zoom with influencers and experts with four episodes.

• Episode #1 – The 4th Trimester: Sh*t Gets Real. 
• Episode #2 – Boobs & Bottles & Babies. 
• Episode #3 – Survival Guide: Parenting in a Pandemic. 
• Episode #4 – Combatting the Sleep Scaries

ASSIGNMENT/TACTICS PT 3 | INTERACTIVE, EVENT SPONSORS + GIVEAWAY CONT. 

Its social media content also covered similar topics encouraging participation.  

A sponsored event was also tied to their giveaway for $10,000 for its Parental Leave Sweepstakes. The sweepstakes and #TheBoobLife had dedicated webpages.

Throughout the campaign were digital ads, email marketing, PPC ads, and digital displays.

SITUATION | STRENGTHS & WEAKNESS 

Tommee Tippee is the number one baby-care brand in the U.K. and is the fifth largest in world.  

In a baby focused industry that often oversees mothers as individuals THEY put mother first. They also have an extensive 60+ year history and informational content for parents.   

Some weakness are limited innovations within the industry. Parents are also overwhelmed consumers and are more likely to be one-time purchasers.

SITUATION | OPPORTUNITY, THREATS & ONE THING  

Tommee Tippee had the opportunity to differentiate themselves by its mothers-first approach and addressing their insecurities. They challenge stigmas and represent a diversity of mothers.  

A major threat is their target audience size shrinking which are first-time mothers in their second trimester. This is caused by lowering birth rates and competition.  

One thing that Tommee Tippee wants their audience to know is that they’re pro-parent.

TARGET AUDIENCE PT 1 

The target audience are first-time expectant moms in their second trimester. They are middle class with growing families.  

Tommee Tippee targeted the U.S., U.K., and Australian markets primarily and the rest of Europe and A.P.A.C., secondarily. The target audience’s lifestyle is family-focused. They are mothers who feel misunderstood, insecure and unsupported.

TARGET AUDIENCE PT 2 

The target audience are excepting their first pregnancy and delivery. This is a special first-time occasion. Due to this they form brand loyalty.

Since mothers will become heavy users during the first few years, their baby feeding products must be trusted and comfortable. The audience will be at the readiness stage; a mother with or excepting a newborn.  

INSIGHT  

The highest of Maslow’s needs addressed for first-time and nervous mothers is self-actualization.  

Self- actualization is accomplished with Tommee Tippee, with their products and support mothers become confident. By creating a supportive environment, Mothers reach their highest potential with Tommee Tippee. . 

STRATEGIC APPROACH 

Tommee Tippee used both product and consumer strategic approaches.  

Product-oriented approaches included product features and a unique selling proposition. The highlighted product feature was its utility and comfort. This was highlighted in their tagline, “Made for Me, is Made for You”. They also positioned themselves as pro-parent.

For consumer-oriented approaches, Tommee Tippee sells a lifestyle of empowerment and community and an unashamed attitude.

GAP ANALYSIS 

Tommee Tippee used these strategies to fill in the gap. 

The gap was that the audience thinks it’s shameful to breastfeed BUT Tommee Tippee fights it stigma AND creates products for every mom. 

In the “Hero Film” and throughout the campaign, the product is in the background but with its strategic approach its target audience is reached.

CREATIVE STRATEGY | UTILIZE

The creative strategy was utilization, depict mothers breastfeeding and alternatives with Tommee Tippee’s two new products and support.   

The products were not the primary focus of the campaign or content. However, mothers are shown utilizing the product. This mother-centric campaign highlighted them and their insecurities.

REASONS TO BELIEVE 

Some reasons to believe Tommy Tippee are:  

• Reasonable prices  
• Planet friendly value
• Consumer-friendly products  
• Website is in multiple languages  
• Extensive information for parents online 
• Wide range of products apart from feeding products.  
• Available in amazon, Walmart, Target, Buy Buy Baby, H.E.B, Kroger, Albertsons and online 
• Active social media reach: Instagram, Facebook, YouTube, Pinterest and X. 

THINGS TO CONSIDER PT 1 

However, despite this they have some things to consider, such as:  

• 60+ years in the market 
• Parent group is the Mayborn Group  
• Fifth largest childcare brand in the world 
• Brand standards, logo, colors, and tagline
• Number one in the U.K. for baby care brands 
• CORE VALUES – parent as individuals, anticipate consumer products, positive and simple products- consumer friendly 

THINGS TO CONSIDER PT 2 

Some things to consider directly towards the campaign were:  

• Influencer partnerships rates are high
• Aired in 2021 lockdown, during an emotional and financial strain
• Real parents behind campaign, Director, Fiona Jane Burgess, models and babies were real
• Relied extensively on media coverage, a risky move

TONE 

The tone for this campaign was bold, empathetic, honest, insightful, and passionate.   

This campaign aired in 2021, during lockdown and a significant emotional and financial-strained time.

The target audience were experiencing a new stress.  

The tone had to be appropriate and authentic as the campaign was only digital. This was achieved by using real mothers and being blunt with both visuals and words. 

Being naked is the most honest, emotional, and authentic someone can be – which campaign was. 

OUTCOMES 

This campaign was extremely successful.  

The Boob Life campaign earned 150 featured pieces of earned media.  

Its video was banned on Facebook and the U.K.’s Clear cast also extended its reach. Tommee Tippee changed their censorship silence into their brand voice.  

“Spill the Milk” attracted 438,500 views across Facebook and Zoom. 

Their website saw an 84% increase in new visitors during the campaign and sales grew by 16.5%. 

Along with the earned media coverage they also received a 400% increase in social media engagement and won multiple awards. 

SOURCES 

360 Public Relations. (n.d.). New moms”spill the milk”. 360PR+. https://www.360pr.plus/our-work/case-study/tommee-tippee/  

About us: Tommee Tippee us. About Us | Tommee Tippee US. (n.d.). https://www.tommeetippee.com/en-us/about-us 

Award Analyst. (2021, November 4). Why Tommee Tippee decided to highlight the problems with breastfeeding. The Drum. https://www.thedrum.com/news/2021/11/04/why-tommee-tippee-decided-highlight-the-problems-with-breastfeeding 

Contagious I/O  /. (2021, March 2). Campaign of the week: The boob life. Contagious. https://www.contagious.com/news-and-views/baby-brand-courts-censors-with-unapologetic-depiction-of-breastfeeding 

Head, A. (2021, February 26). A new Tommee Tippee video championing breastfeeding has been banned by Facebook. Marie Claire UK. https://www.marieclaire.co.uk/life/health-fitness/tommee-tippee-the-boob-life-729848 

LBB. (2021, April 13). The boob life: Behind the scenes of Tommee Tippee’s beautiful ode to motherhood: LBBOnline. UK Edition. https://lbbonline.com/news/the-boob-life-behind-the-scenes-of-tommee-tippees-beautiful-ode-to-motherhood 

Jardine , A. (2021, February 23). This Tommee Tippee ad is a glorious celebration of breastfeeding (pumping and leaking included). Ad Age. https://adage.com/creativity/work/tommee-tippee-ad-glorious-celebration-breastfeeding-pumping-and-leaking-included/2316321/ 

PR Week. (n.d.). Results 2022. Brand Film Awards. https://www.brandfilmawards.co.uk/results-2022  

Spilling the milk with Tommee Tippee. The Gates Film . (n.d.). https://www.thegatefilms.com/blog/spilling-the-milk-with-tommee-tippee 

Tippee, T. (2021, March 24). Tommee Tippee announces “Spill the milk” live streaming series to discuss raw realities of motherhood, Societal Stigmas, & Parenting in a pandemic. PR Newswire: press release distribution, targeting, monitoring and marketing. https://www.prnewswire.com/news-releases/tommee-tippee-announces-spill-the-milk-live-streaming-series-to-discuss-raw-realities-of-motherhood-societal-stigmas–parenting-in-a-pandemic-301254890.html 

Tommee Tippee. Manifest. (2023, October 20). https://manifest.group/work/tommee-tippee/ 

The Web Archive. (n.d.). The boob life: Tommee Tippee. The Boob Life | Tommee Tippee. https://web.archive.org/web/20211223173904/https://www.tommeetippee.com/en-us/thebooblife 

Weston, K. (2021, March 2). Facebook blocks baby bottle company Tommee Tippee’s new breastfeeding advert for showing nudity. Daily Mail Online. https://www.dailymail.co.uk/news/article-9317469/Facebook-BLOCKS-baby-bottle-company-Tommee-Tippees-new-breastfeeding-advert-showing-nudity.html