Tuesday, April 10, 2007

Breastfeeding in shampoo ad

I heard through the grapevine (lactation vine?) that Suave has a shampoo ad on TV that has a mom breastfeeding in it...not sure if anyone has time to watch TV these days, but if you catch it, write a review here!


  1. National Action Against Obesity Demands Suave Shampoo Dump Anti-Breastfeeding Ad

    --NAAO President MeMe Roth Cites U.S.’s Anti Nursing Climate as Contributor to Obesity Epidemic--

    New York, NY—April 19, 2006—(www.actionagainstobesity.com) With 30% of America’s children at risk for obesity and two-thirds of their parents already overweight; with only 29% of mothers nursing at six months postpartum; and with breastfeeding in public still considered criminal in some corners of the U.S.; National Action Against Obesity demands Suave Shampoo pull its anti-breastfeeding TV ad.

    Suave TV Spot Concept:
    Nursing leaves both your hair and chest flat. Suave can help with one.

    “We get the joke,” said NAAO President MeMe Roth (who nursed her two children, each for a year). “But misconceptions about nursing have to stop. A flat chest can be blamed on yo-yo dieting, age, genetics—and don’t forget gravity—but not nursing. Breastfeeding is the single-most important thing a new mother can do to safeguard her child’s health. It makes the statement from day one that the child’s health comes first—a trend the U.S. needs to see more in the fight to reverse child obesity. Suave Shampoo is irresponsible in discouraging breastfeeding, even in jest.”

    The American Academy of Pediatrics recommends exclusive breastfeeding for the first six months, followed by breastfeeding in conjunction with iron-rich foods until the first birthday. NAAO calls for mothers, fathers, concerned citizens across the country to email Unilever demanding the Suave Shampoo TV spot be pulled. Send emails to comments at Unilever dot com.

    The TV ad was created by Suave’s agency of record Ogilvy & Mather, Chicago. Creative Director on Suave is Donna Charlton-Perrin. Sara Jensen is Director of Hair Care of parent company, London-based conglomerate, Unilever.

    “NAAO applauds Suave’s appeal to hip and hot mamas,” added Roth. “The TV spot is a cute concept gone wrong signaling that Suave is out-of-step with today’s urbane mothers. They do care about their hair, but they care far more about their children’s long-term health. The ad simply needs a re-write.”

    NAAO suggests a payoff closer to the truth. “Smiling husbands across the country would concur that while they have no idea what Suave Shampoo does for their wives’ hair, they know for a fact that breastfeeding results in fullness.”

    Well-documented benefits of breastfeeding include reduced child obesity, reduced adult obesity, reduced allergies, reduced ear infections, reduced risk of breast cancer for the mother, and an increase in IQ for the child. For more information, checkout this FitPregnancy article and this report from the U.S. Department of Health and Human Services: http://www.fitpregnancy.com/yournewlife/303?subsection=breastfeeding

    NAAO Suggestions for Unilever/Suave:
    • Fund awareness campaigns to promote the benefits of breastfeeding;
    • Sponsor ultra-luxe nursing stations across the country; and
    • Give free shampoo samples to nursing mothers.

    About NAAO
    **Look for upcoming "NAAO Obesity Action Plan" to Cut Obesity by 50%--An Absolutely Achievable, Uncomplicated, Step-By-Step, How-To Guide for ALL of Us** Through education, legislation, and most importantly—parental action—National Action Against Obesity works independently and as a consultancy to reverse the obesity epidemic by eliminating ‘fake foods’ from the food supply, barring junk food from schools and eradicating Secondhand Obesity™, while encouraging exercise across all ages. MeMe Roth, president and founder of NAAO, is host and organizer of the Wedding Gown Challenge, where women enter into marriage at a healthy weight and maintain it for a lifetime. Ms. Roth has been featured on CNN, FOXNews’ The O’Reilly Factor, Your World with Neil Cavuto, CBS’s The Early Show, The New York Times, The LA Times, New York Magazine, BusinessWeek, The New York Post, Playboy Magazine, 106.7 LiteFM, School Administrator, American School Board Journal, BigFatBlog, Nippon TV, The Associated Press and Health Magazine among others. Ms. Roth’s agenda: “Let’s finally recognize obesity as abuse—abuse of our children, abuse of ourselves—and together take action against it.” www.actionagainstobesity.com


  2. Very interesting interpretation of the ad...it's very intrigueing how images can be interpreted in so many ways. I actually saw the ad the other night and did not see the "anti-breastfeeding" slant that you have so adamantly expressed. I thought it normalized breastfeeding and their line about hair going flat like a breast is flat after a feeding...struck me not as a comment that a mom will be flat chested by nursing but instead she will feel full, feed the baby, feel "flatter" and then the cycle starts again - just like when I get up in the morning my hair is flat and then because I have curly hair, it regains it fullness.

    How did I know which side to nurse on? Not by keeping a log or putting a safety pin on the last used side, but by checking in with my body and feeling which side was fuller.
    So thanks for commenting on how it triggered your interpretation of discouraging breastfeeding/increasing obesity while I was pleased to see images of young women nursing on primetime ads...

    And I would be open to read what others feel who have seen the ad? What was your reaction - did you feel it was anti-breastfeeding or normalized breastfeeding?

  3. I saw the ad and was very surprised as it started to see breastfeeding mothers. Wow! I thought, breastfeeding in the main stream. Unfortunately, as the ad continued, I was very offended by the comment that breastfeeding would leave my breasts flat. Are there not enough offenses against women's bodies in the media that they now have to attack the breasts of breastfeeding moms? No, I'm not 6 feet tall and 120 pounds, and I never have been. No, I don't have the perky, oversized breasts seen in car and beer commercials. However, I am proud of my body. I am proud of the stretch marks on my belly that brought three children into this world. I am proud of my "flat" breasts that nurtured these three beautiful, healthy children!

    If they wanted to have a positive commercial that supported breastfeeding moms, it would have been very easy. They could have had an ad that acknowledged that breastfeeding moms are taking care of their babies (and probably everyone else in their lives), so why not take care of themselves by using this product?

    Perhaps Suave will focus on my stretch marks or vericose veins in its next ad. Shame on Suave for its insensitivity and stupidity!!