|Gladys endorses Abbott's Grow|
|Judy Ann and Boy Abunda endorse Mead Johnson's Lactum|
Number 2- Gladys Reyes signed up to be a "breastfeeding friend" of the DOH Breastfeeding Tsek program and even hosted the launch! Seriously now, how can you be an effective breastfeeding advocate when you are also endorsing formula milk?
Plus, the people who look up to these celebrities should also be considered. Have you seen this article from the Jakarta Globe? As the article explains, "Her response is one shared by many mothers in Indonesia, who either through lack of choice or awareness feed their babies formula milk, often chosen on the basis of advertising hype, unfounded claims of health and mental development benefits and cost, doctors say. "
Advertising really plays a huge part in the choice of product that parents give their children. And in this case, the decision of Gladys and Judy Ann to endorse formula milk will definitely have a huge impact. As I previously shared, the milk companies spend P1B in marketing and advertising their products for a share in the P42B pie that Filipino consumers pay for milk formula.
Breastfeeding campaigns usually have very limited marketing budget and celebrities who appear there do so for free. It is really an advocacy (and no money!). As Mec emphasized in her post, with power comes great responsibility. Unlike you and me, what Judy Ann or Gladys say or endorse on TV has a big effect on the buying public. So it is not same as saying, if I were in their shoes I would do the same - as ordinary people we don't have that much of an influence as these celebrities do! As Benz shared, had these celebrities chosen to endorse breastfeeding instead of formula milk, they would've inspired the masses and left a legacy for humanity.
After I posted the advertorial of Gladys for Grow, I received a twitter message from her:
From Jen CC Tan of Next9 - Companies are involved in subliminal marketing.
*Me - Milk Code expressly prohibits promoting milk for 0-12 month old babies. So how should companies get their brands out there? Market the milk for the older kids! Think of the timing. Claudine was asked to endorse Lactum just after she had her son Santino. Same with Judy Ann - she endorsed Lactum after Lucho was born and again Gladys - her baby is just 6 months now. However, the milk they are endorsing are for their older kids but why the timing? A play on consumers' minds perhaps - hey if they think this brand is good for their older kids then they are probably giving this brand to their babies, too.
From Judy Dytiandu of Planet Noah: