Jim: “Ok advertising team, let’s see if we can use the fact that Jordan’s formula feeding her baby to get our formula advertised as much as possible. I think she’s due to do a shoot with OK! magazine. I’ve got contacts there - let’s start by getting an advert in right next to the article”
Anna: “But we’d be breaking the law if we put in an infant milk advert as it’s in the UK. At least we can get in a follow-on formula ad - we know from research that most mothers don’t distinguish between follow-on formula and first milk when it comes to advertising.”
Jim: “Is there anything else we could do, I wonder? Does Jordan use SMA?”
Dan: “Well she will if we send her some free samples! Let’s do that.”
Susan: “Great idea! Hang on, don’t you have contacts at OK!, Jim?”
Jim: “Yes - my girlfriend knows someone big on the features team”
Susan: “Do you think she’d be able to get them to help us out a bit? If we helped them *wink, wink*, if you know what I mean!”
Jim: “I’m sure they would…what were you thinking?”
Susan: “Well, if we got them to photograph Jordan lovingly bottle-feeding her baby, maybe they could make sure that the bottle was a ready-made SMA one - just a bit of subtle product placement. Then if the follow-on formula ad was on the next page…voila!”
Anna: “That’s a fantastic idea. And I’m pretty certain it doesn’t break the UK law - highly unethical, but who cares about that? Jordan unofficially promoting us could really give usa boost in the market.”
Dan: “Let’s hope that somewhere in the article she explains her reason for not breastfeeding - the more people glamourising formula feeding the better for us. And then all the readers will be automatically pointed to us as a company.”
Jim: “Let’s go for it - product placement in the photos, see if we can get the interviewer to lead Jordan a bit on the baby-feeding issue, and a huge full-page follow-on formula ad right next to the feature. Well done team!”
*This transcript is purely fictional and simply a guess at how SMA came up with the appallingly unethical formula promotion in the latest OK! Magazine. It could have happened in many other ways. Baby Milk Action are asking questions to find out whether Katie Price was involved or even aware, or how involved OK! Magazine were. See Mike Brady’s blog for more details.*
RSS feed for comments on this post.
Sorry, the comment form is closed at this time.
-
Regular reads
Websites of interest
- 1 currently online
- 6 maximum concurrent
- 73894 total visitors
10:02 pm
I feel I need to go out and buy OK to read this article now
I had a quick glimpse when I was in the Co-op last night but was rather repulsed by the sight of a jewel encrusted dummy and moved on to another mag…. I mean, a jewel encrusted dummy - what next?
I feel strongly that formula companies shouldn’t be allowed to promote their products to the detriment of breast feeding but then I also believe it is a womans right to choose how to feed her baby. That choice should imo be guilt free, but it is so important that it is an informed choice and in an ideal world a well supported choice.
My two children both were born with medical conditions which were considered to contra indicate breast milk. First time round I listened to the paediatricans and abandoned the breats at almost two weeks
Second time round I decided to trust my instincts and we are still going strong at 22 months save for the odd spate of biting incidents *rolls eyes*.
I can only speak for the area where I live and the experiences I have had but in my view there just isn’t enough information and support out there for women - particaulary for women like myself who possibly needed much more support, information and guidance in the early days due to complicating factors.
Rant over. I really shouldn’t talk about breast feeding. It’s a long time on but I guess I’m still upset and angry about first time round