Well, since Similac™ (or other formula companies) can't attack breastfeeding and breast milk on their merits, it is trying another approach. With this approach, the artificial baby milk manufacturer does not have to state that it's products have forty-ish components, and that human milk has a minimum of two hundred. Similac™ does not have to state that formula feeding is associated with juvenile onset diabetes, asthma, and reduced cognitive abilities as compared to breast milk fed babies, among several other deficiencies. They do not have to disclose that formula feeding increases the mothers' risks of a variety of cancers, heart disease, diabetes, and more. They do not even have to disclose that most, if not all of their formulas contain GMOs.
What they have done is divert education regarding nutritional and developmental facts so women can make an informed feeding choice to something strictly emotional. The first, and most memorable barb in the commercial is "Oh look! The breastfeeding police have arrived." They go on to parody other mommy "groups", except for perhaps those moms who choose to smoke legal or illegal marijuana or indulge in street drugs or excessive alcohol. Formula feeders in this formula company sponsored commercial somehow escape being categorized negatively or ridiculously. I doubt this is due to an oversight. For decades, formula companies have proven to be expert at providing misleading -- even totally inaccurate -- information in their ads and printed "educational" literature. From photographs of disinterested looking breastfeeding mothers to statements like "Let's be honest. Breastfeeding is hard (hurts, etc.)", formula companies are world class manipulators of the emotions of expectant and new mothers.
The theme of this commercial would be like a maker of a less healthful snack, say, a crunchy fried cheese flavored crisp taking on the sellers of healthful, organic, nutrient rich foods. The point would be "proving" it is not about the snack one chooses to feed one's children, but that every option is equal, that it simply "fits" the parent's lifestyle and values, and in the end, we all want to save the baby in the runaway stroller. All this other stuff doesn't really matter -- especially the choice of what to feed the child.
I have made my position on infant feeding clear in previous posts. As a mother, grandmother, RN, certified lactation consultant, and childbirth educator, I have come to believe that every woman deserves objective information on the benefits and risks to her baby and to herself regarding infant feeding choices. From there, she owns her decision. When things don't work out as she desires, a Christian woman can trust God's sovereignty and His plan for her and her baby. For women who wanted to breastfeed, but an illness or circumstance prevented this from occurring, formula is the commonly selected option. (Some mothers elect to secure milk from one or more breastfeeding mothers -- an option with it's own benefits and risks).
Women know the situation they have gone through and are going through and will likely be facing in their lives. They will factor these things in when they make their infant feeding decisions. Some will feel guilty, knowing that they are not providing the proper, optimal nutrition for their babies' growth, development, and immediate and future health. Some will grieve if their choice does not work out. Some will feel very satisfied with their choice. Many will learn things as a result of their choice and may make a different choice the next time -- for either option.
But, if Similac™, and other formula companies -- whose primary aim is to sell product and make big bucks-- continues to focus on the emotional instead of the physical aspects of infant feeding options, they are doing a disservice to mothers and babies. In their attempt to make ALL breast feeding women look like anti-formula feeding "police", they inaccurately portray MOST breast feeding women. More importantly, they are communicating that they do not respect the mothers' RIGHT to an INFORMED infant feeding decision.
Perhaps, in reality, they are engaging in a de-escalation of "infant milk wars" and not "mommy wars" for THEIR OWN benefit . . . and not for the benefit of the baby in the runaway stroller.
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