The first three women’s stories and images will rotate for the next few months. During that time, Bobbie will ask for more nominations via its website. With billboards swapping out quarterly, the brand intends to showcase at least a dozen women through year’s end.
With its ongoing advocacy, Bobbie aims to continue chipping away at persistent stigma about formula feeding. That mission has informed its past collaborations with famous women, intending to jumpstart the conversation as the influencer industry is predicted to hit $500 billion by 2027, per the brand.
“Before Bobbie launched, there were no influencer or celebrity-driven campaigns with any formula company because the category has been so riddled with shame,” Chappell said.
Stats bear out the claim, per Wakefield research, with 20% of parents using buy online/pick up in-store to avoid the formula aisle and 10% of parents hiding their formula purchases under other items in their carts to avoid judgement.
“We’ve gone from women hiding their formula to being featured as Times Square ambassadors for the brand,” Chappell said. “This culture shift is what we set out to do.”
