Abbott Nutrition

Chris Calamari, General Manager, Pediatric Nutrition
Misha Pardubicka-Jenkins, Director, Pediatric Nutrition

Publicis North America *Lead Agency

Whitney Pillsbury, EVP, Group Creative Director
Rich Gagliano, VP, Account Director
Tamara Brown, VP, Group Account Director
Jason Graff, EVP, Group Creative Director
Betsy Liegey, SVP, Planning Director
Christina Ou, Account Supervisor

Mindshare

Erin Vitellaro, Managing Director, Client Leadership

MSLGROUP

Sophie Merven, Vice President

In a cluttered category with parity messaging Abbott’s brand, Similac, wanted to reconnect with parents in a unique and more meaningful way. Learning showed a new mom faces judgment of her choices and decisions, causing her insecurity. To demonstrate an understanding of this judgment and to show unconditional support for moms, Similac created “The Sisterhood of Motherhood.” This integrated, holistic campaign took a stance against parental judgment and encouraged parents to work toward a mutual goal of raising healthy, happy babies.