formula

February 2, 2026

Why Formula Brands Still Target Only Moms – And Why It’s a Colossal Mistake

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Why does this outdated approach persist?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.

December 24, 2018

‘Twas the night before marketing to dads

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‘Twas the night before marketing to dads,
When all through the house,
Dad was excluded,
By an iconic brand mouse.

It’s hard to know why,
A travel program is named,
Disney Moms and not “Parents,”
Dads should be treated the same.

But they’re not all around.
Dads are left out of the talk.
Take a look at some ads,
It’s all quite a shock.

In the blink of an eye,
And a twist of your head,
Soon will give you to know,
You have plenty to dread.

“Choosy Moms Choose Jif,”
Peanut butter will say,
That’s only the beginning of,
The dad-parent downplay.

Formula, diapers,
Medicine, more.
Dad’s always left out,
By marketing lore.

Look at formula ads,
We’re talking bottles, not breastfeeding.
Dad’s a perfect consumer,
Why isn’t Similac heeding?

You’d also think Boppy,
Would market to men.
It’s a pillow for propping,
Read its history again.

And mmm, Texas Toast.
It’s a garlicky love-in,
Yet notice the ad,
Dad can’t handle an oven?

When a child is sick,
Dad will manage the fever.
But Exergen thinks,
He’s an underachiever.

Even medicine makers,
Insist dad can’t administer.
Mom wouldn’t be happy,
If Dr. Cocoa dismissed her.

Diapers are often a point,
Of daddy exclusion.
It’s hard to know why,
It’s such a confusion.

Oh, Huggies! Not Pampers!
Luvs, too. Earth’s Best?
Dad deserves better,
This must be addressed.

We’ll admit some have changed,
Like Amazon and Kix,
But there’s still work to do.
It doesn’t take tricks.

So just when you think,
One parent is in charge.
Think again! Think equally!
Dads are parents – supercharged!

Consider how you treat them,
Don’t drive dad out of sight,
Don’t leave him left out,
And you’ll have a good night.

August 15, 2018

Don’t formula makers realize that dads feed babies, too?

No matter how often we view it, it’s always a surprise to see formula makers ignore dads as equal parents. Dads can’t physically breastfeed, but they certainly can formula feed. And they buy formula. A lot of it.

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As such, one would think dads should be huge targets for laser-focused marketing that capitalizes on the influence of fathers and formula feeding. Dads could be the primary ambassadors for a product that formula makers could woo in order to assist them in promoting healthy formula feeding.

Nope. Almost every formula manufacturer still disregards dads as parents who feed babies. Take a look at the site revamp of Enfamil, where you’ll find a bit of irony on its Better Together page.

First, it exclaims: “The world outside is full of things that divide us.” Yep, things like websites — and marketing campaigns, hashtags, imagery and menu tabs. In fact, there isn’t much to find that’s inviting on its site for fathers looking for content about the products they’re using to feed their children.

Second, it indicates that “…we are raising the next generation of extraordinary men and women.” Also true. But these eventual extraordinary men will be disregarded upon becoming dads by the very company that celebrates them.

Third, it speaks of “uniting” throughout its website. Um, right. Most of it looks like a divide. Dads are creating, expecting, growing, feeding and nurturing babies every bit as moms, but you wouldn’t know that by looking at the Enfamil site.

Perhaps Enfamil could invite some of its paying customers to talk about their experiences as parents.

Enfamil won’t have to look far. Those customers are the same ones who get up in the night and take on feedings whenever needed. They’re the ones who read nutrition labels and care about exactly what they’re feeding their children. They’re the ones who want support and want to share it. They’re the ones who work at a job that helps to pay for the formula.

They’re dads.