It sounds like a phrase from pro wrestling or middle-school recess, but formula brand Good Start is using “Suck It” to turn heads and defend a mom’s choices.
The idea behind the campaign by agency partner McCann is that whether new moms decide to breastfeed, formula-feed, or do a combination of both, their informed choice is valid and deserving of respect.
“’Suck It’ was designed to flip judgmental language on its head and turn it into a rallying cry for parents,” says Karman Colosimo, senior marketing manager for Good Start formula. “While it wasn’t necessarily about finding an opportunity to be cheekier in messaging, it was an opportunity to take a firm stance against outdated opinions.”
Colosimo says the campaign’s integrated platform is designed to spark conversation and build solidarity, as feeding your baby isn’t a one-size-fits-all task.
“‘Suck It’ is its way of helping parents feel confident and unapologetic in their informed feeding choices,” Colosimo says.
Good Start says it backs Health Canada’s guidance that breast milk is the best food for newborns, but recognizes that breastfeeding isn’t always possible.
To help turn words into action, Good Start formula is giving away “Suck It” gift packs to the first 150 eligible members of the Good Start Baby Club who sign up for the campaign at its Nourish Tummy microsite. Each gift pack includes three limited-edition bottle sleeves and a complimentary bottle.
The brand will donate a package of Good Start infant formula to Food Banks Canada for every new member of the Good Start Baby Club who signs up or registers interest for the “Suck It” gift pack through the site.
Perrigo Company has been the manufacturer and distributor of Good Start in Canada and the U.S. since 2022 after it purchased the brand from Nestlé.
“This transition has allowed us to refresh how we show up in the market,” Colosimo says.
“While we remain committed to providing science-backed nutrition and supporting Health Canada’s guidance, the way we tell our story is evolving to reflect real experiences of new parents.”
Millennial and Gen Z parents want authenticity, humour, and solidarity, Colosimo says, which is why Good Start leaned into social and digital storytelling, influencer voices and cultural cues like limited-edition bottle sleeves and wider community impact.
Colosimo tells strategy that the brand aims to produce always-on content, through digital, media buys and influencer plays to keep the conversation alive across platforms.
“It’s about maintaining presence and support for new parents year-round, showing up in the moments that matter most, and fostering an online community led with empathy, science-based tips and creativity.”
Good Start is encouraging parents to share their stories online by tagging Good Start formula on Facebook, Instagram, TikTok and YouTube with hashtags #SaySuckIt, #FeedYourWay and #NourishedTummy.
“Suck It” is being supported by Edelman for PR and Spark Foundry for media.
