Formula feeding is one of the few parts of early parenting where both parents can participate equally. Unlike breastfeeding, bottle feeding is literally built for shared responsibility. So you’d think formula companies and brands like Baby Brezza would be leading the charge in showing dads feeding, soothing, prepping, and bonding.

But check out one of their recent social media ads aimed at moms. It’s costing them brand relevance, credibility and customers.

Why does this outdated approach persist?

First, legacy marketing dies hard. Many baby brands built their playbooks decades ago, anchored in the assumption that “mom is the customer.” Those assumptions became their personas, their agency briefs, their influencer lists – basically the entire ecosystem. Even when dads became more hands-on, the marketing didn’t evolve.

Second, the personas behind the campaigns are stuck in time. Plenty of formula brands have profiles like “First-Time Mom Jenna,” but none for “Night-Shift Dad Malik” or “Stay-at-Home Dad Jacob.” If dads aren’t represented in the strategic foundation, they won’t appear in the content.

Third, some marketers fear backlash for challenging stereotypes. They worry that showing a dad feeding a baby might “confuse traditional messaging” or “exclude moms.” Ironically, this fear actually excludes dads and alienates a growing share of modern families.

Fourth, they underestimate dads’ buying power. Dads research formulas, read reviews, choose gadgets, and handle plenty of the 3 a.m. feeds. Brands ignoring this are simply leaving money on the table.

In the end, the issue isn’t that dads aren’t involved. It’s that marketers aren’t paying attention. Formula and tech-feeding brands should be the first to embrace co-parent messaging, not the last to catch up.

Dads are already in the nursery. It’s time the marketing showed up too.