Bobbie set out to challenge one of the most persistent and harmful narratives in parenting: the stigma around how families feed their babies. Formula is not a failure. It is a necessary, valid, and often lifesaving choice for millions of parents. Yet cultural shame, outdated standards, and systemic inequities continue to frame feeding decisions as a moral judgment rather than a personal reality.
The objective of Bobbie x Cardi B: The B is for Bobbie was to give parents a dose of Cardi confidence, helping to normalize all feeding journeys, while driving brand awareness and trust with modern parents, especially Gen Z and Millennial families. The campaign aimed to spark real conversation, not just impressions, and to position Bobbie as the brand that shows up boldly and honestly for parents navigating impossible standards.
Beyond awareness, the campaign was designed to mobilize Americans behind critical issues the brand knows impact all parents, no matter how they’re feeding their baby. By pairing cultural relevance with a clear call to action, Bobbie sought to mobilize parents around paid leave, maternal health, and feeding equity, connecting individual experience to systemic change.
Success was defined not by immediate conversion, but by long term trust, favorability, and cultural impact. The goal was simple and ambitious: make formula feeding visible, respected, and supported, and ensure that when parents do need formula, they know which brand stands with them.
Bobbie brought this campaign to life by partnering with Cardi B, not as a traditional spokesperson, but as Bobbie’s Chief Confidence Officer. As a mother who has spoken openly about feeding choices, work, and pressure, Cardi brought credibility, cultural gravity, and honesty that resonated deeply with parents. Bobbie is the first baby brand Cardi has ever partnered with, bringing her signature unfiltered confidence to a generation of parents navigating feeding choices, parenting, and the broken structural support systems surrounding them.
The creative concept centered on “the B (in Cardi B.) stands for Bobbie” – a nod to confidence, choice, and bold, unapologetic parenting. Hero content featured Cardi directly addressing feeding stigma, maternal guilt, infant formula quality, and the reality that many parents depend on formula because they have to return to work, experience supply challenges, or simply choose not to. The spot also reflected the diversity of modern families, including a gay dad, a Mexican immigrant, and a Black mother who was still exclusively breastfeeding, reinforcing that feeding and Bobbie’s customers are not monoliths. The tone was unapologetic, warm, and human with plenty of quintessential Cardi humor.
Execution spanned organic and paid social (even including a teaser campaign on LinkedIn announcing the “new role” for Chief Confidence Officer), earned media, creator amplification, and advocacy. Bobbie secured top tier exclusives and broadcast coverage to ensure the message reached beyond parenting circles into mainstream culture. The campaign also activated Bobbie’s advocacy arm, Bobbie for Change, encouraging parents to take tangible action by calling a hotline, telling their stories of how the lack of paid leave or safe births impacted them or their loved ones directly.A key challenge was navigating a highly scrutinized industry where trolls are ready to hate and infant formula marketing is placed under a spotlight.
Bobbie chose transparency over perfection, leaning into lived experience and tangible activism, rallying American parents and allies around a shared cause that impacts us all: you either have a mother, know a mother, or are a mother yourself.. Another challenge was avoiding celebrity overshadowing the mission. By grounding every touchpoint in real parental stories and policy impact, the partnership remained purpose-first.
The campaign extended beyond launch week through sustained community engagement, including real time responses in comment sections, UGC amplification, and IRL follow up activations with a real phone booth in New York City that kept conversation alive and relevant over the course of many weeks. What made the work unique was its refusal to separate brand building from social good. Awareness, trust, and advocacy were treated as inseparable.
The campaign delivered meaningful impact across awareness, trust, engagement, and action.
Brand awareness rose, with significant lifts among Gen Z and Millennial parents. Brand favorability and trust saw double digit increases, including a substantial rise in Net Promoter Score and purchase consideration. The number of parents who said they would not consider Bobbie dropped to zero among key segments.
Just six days after launch, Bobbie saw: 4K phone calls to the Cardi Hotline, over 500 voicemails to congress (this reached over 1,000 by close of campaign), 36 earned press hits totaling 1.8 Billion impressions, 6.6 Million views on Cardi’s launch IG post, owning 91% share of voice in the infant formula category, and 28% increase to site traffic.
Engagement exceeded expectations. Social content generated millions of views, overwhelmingly positive sentiment, and thousands of comments from parents sharing their own feeding stories. Organic reach significantly outperformed benchmarks, driven by authentic conversation rather than paid promotion.
The campaign also drove real world action. Parents left hundreds of voicemails for Congress and participated in advocacy efforts tied to paid leave and maternal health. Press coverage reached a massive national audience and positioned Bobbie as a leader willing to confront stigma head on.
From a business perspective, Bobbie saw sustained growth in site traffic, new customers, and owned audience expansion, with gains extending beyond launch. More importantly, the campaign succeeded in reframing formula feeding as a confident, respected choice and solidified Bobbie as a brand that puts parents first, not perfection.
