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Monday
Sep052011

When a Company Goes from Good to Very, Very Bad: The Evenflo Story

A couple of years ago, I was asked to review the new Evenflo breast pump. I received the pump by mail, gave it a try, and wrote an honest review. Unfortunately, I didn't have a lot of good things to say about the pump. I did, however, have some good things to say about the company at the time. In the review, I noted that:
There are a few things that I liked that are not specifically about the pump, but that I think are important and commendable:

  • Last year, Evenflo became the first baby bottle manufacturer to become compliant with the World Health Organization’s International Code for the Marketing of Breast Milk Substitutes



  • There was a Breastfeeding information and support card included with the pump that had the URLs and phone numbers of some excellent resources for breastfeeding and breastfeeding at work. This is a departure from many bottle/formula manufacturers that tend to provide their own 1-800 number for not so great support.



That, unfortunately, has all changed. It seems that several months ago, Evenflo decided that it cared more about selling bottles and pumps than it did about truly supporting breastfeeding. It decided to stop complying with the WHO's International Code of Marketing of Breastmilk Substitutes. In other words, it is now just like every other bottle and formula manufacturer out there -- working hard to convince moms that breastfeeding is inconvenient, embarrassing and difficult.

I first noticed their new tactics when I saw a few people questioning @EvenfloBaby on twitter about tweets that made breastfeeding in public and in front of the in-laws seem...weird. Tweets like this one:

Evenflo "Forced" to Breastfeed

Forced to feed on-the-go? I don't know about you, but I was never forced to feed on-the-go. I loved the fact that I could breastfeed anytime, anywhere. In fact, I loved it so much and feel so strongly about it that I wrote 50 reasons for breastfeeding anytime, anywhere and Would You, Could You, Nurse in Public? and made my Covering Up is a Feminist Issue video. A tweet like the one from Evenflo isn't directly telling moms that breastfeeding in public is inappropriate, but it does insinuate that perhaps they should feel a bit uncomfortable about it.

But that wasn't it. Once I started looking at some more of Evenflo's tweets and clicking on some of the links, I found their videos. This company, which used to support breastfeeding moms and provide them with links to excellent breastfeeding support, now makes videos intended to make breastfeeding look difficult and to humourously position their products (be it a breast pump or a bottle) as the way to save the day.

Take a look at this one, with the critical mother-in-law and uncomfortable father-in-law. Instead of telling them to "F%&K Off" (or getting her spouse to do so -- after all, they are his parents!), she rushes to the back room to pump a bottle so that the in-laws can feed the baby.

http://www.youtube.com/watch?v=_90lwKiqG7s&feature=relmfu

That is just one of several new videos intended to promote their breast pump and their bottles and make them seem more convenient and less embarrassing than just breastfeeding.

Do we really need companies like Evenflo to reinforce the myths about breastfeeding and make moms feel like it is uncomfortable or inconvenient? What if we lived in a world where we weren't taught to expect society (and our in-laws) to criticize us for feeding our babies?

Update: Evenflo apologizes several times and eventually gets it right.
« Ages and Stages Survey Results | Main | Ages and Stages Survey »

Reader Comments (185)

That whole video disgusts me!!! It makes me so mad I could just scream. Not only is there the pressure to let someone else feed the baby but then breastmilk gases icky too? What a crock!!!

September 5, 2011 | Unregistered CommenterErickajen

That whole video disgusts me!!! It makes me so mad I could just scream. Not only is there the pressure to let someone else feed the baby but then breastmilk tastes icky too? What a crock!!!

September 5, 2011 | Unregistered CommenterErickajen

I agree with AM... way to go Lisa! We had difficulty being out with our twin boys during the 2.5 years I breastfed (we also kept a tight sleep schedule), but I had an on the go method -- sitting in the cargo area of our Toyota Highlander with them on an EZ 2 Nurse pillow. I did nurse them at the San Diego County Fair one at a time with a My Breast Friend pillow when they were 6 months. I only got a couple of strange looks which I ignored.

September 5, 2011 | Unregistered CommenterRonise

Ugh. How twisted! Great way to make new moms feel even more guilt! "Oh I better run out and buy this breast pump so my annoying mother-in-law has a chance to feed the baby." Just tell her to STFU and be done with it! Great marketing strategy :/

September 5, 2011 | Unregistered CommenterMaria @amotherworld

So their agency of record is M Booth in NYC, and it looks like this multi-million dollar campaign was launched in 2010...when did they stop complying with WHO code? It seems like it coincided with the launch date of this ad being posted on YouTube. Lordy.

September 5, 2011 | Unregistered CommenterKate Fitz-Lopez

I don't even want to watch the video. The tweet made my jaw drop. I know when my first son was born and I was trying to breastfeed I didn't care who was around even if I was at my in laws. If my kid had to eat he had to eat. If my FIL was uncomfortable that was his problem. I ended up switching to formula as I did not produce any milk and I didn't know where to go for help.

This time around I have a midwife who knows I want to give it 110% to try to breastfeed when the baby arrives. I won't lie. I am nervous to breastfeed. I will have to feed in public, will I be kicked out of places? will people stare? Will I be super uncomfortable which baby will feel and then baby won't eat? Just being honest. Tons spinning through my mind.

I am sure if society was much more accepting of a baby eating naturally I would be 100% relaxed about breastfeeding. But that is not the case.

September 5, 2011 | Unregistered CommenterNolie

That video is so disturbing. I know where I would be telling my in-laws to go. The story behind it just doesn't make sense...they might as well tell the mother to stop breastfeeding while they are at it.

September 5, 2011 | Unregistered CommenterAlicia

I couldn't finish watching the video; it was too upsetting. I'll be sending some tweets to Evenflo and not purchasing any more of their products. Annie could you put together a list of what other products they sell, like you did for Nestle?

September 5, 2011 | Unregistered CommenterMarfMom

It all seemed pretty harmless to me and I think it is quite a stretch to get those sorts of impressions from it. No doubt the video is long, drawn out, and boring but isn't really offensive to me at all. In fact if I hadn't seen this post I never would have even given it a second thought other than what was there.

Why is it a big deal? I don't get it and it just seems like you all are looking for issues that aren't really there.

To me it all seemed like events and feelings that would be pretty realistic imo although the acting was pretty horrid. Maybe you experience breastfeeding and pumping in a way that is different from this but not everyone does. In fact, I could totally empathize with this situation 100% and it would seem like it is people like me who are the target audience anyway as I was unable to breastfeed.

Then again I find the holier than though breastfeeding fanatics to be offensive as well so maybe we are just polar opposites that will never understand one another. So agree to disagree I suppose.

September 5, 2011 | Unregistered CommenterG

Ugh this video is just like a trip to my in laws!!!! I am forced to go hide in another room to feed my son when they are over..in my own house. It enrages me, but I just don't feel like I can do anything to stand up to them.
I mean really, new mothers are very easily influenced and at a difficult stage in their lives..we do not need messages like this circulating. The faces..they might as well have come out and said breast milk is disgusting. (Have they ever tasted FORMULA? I mean that stuff is gross. BF milk is very sweet.) This says so much about how our culture views BF.. we need someone to tell us to stand up and say it's beautiful and takes a strong woman to BF..unfortunately, you don't need to BUY any extra supplies when you BF, so of course our society would prefer we FF by default. It's all about the $$$$$, unfortunately.

September 5, 2011 | Unregistered Commenterholly

You notice they also didn't actually show the baby nursing. not even close! (baby's mouth was like a foot too high and body turned the wrong direction) So again women see misinformation about what breastfeeding should even look like which of course could make it more difficult for some mothers. grrrrr.

September 6, 2011 | Unregistered Commenterlisa d

Yes, the situation is realistic - but should it be? Should mothers feel pressured into pumping for the pleasure of a mother in law? Should people be horrified at the sight of someone accidentally having a sip of breastmilk?

This video shows breastfeeding as abnormal, which is the generally how much of society views it. So yes, the video is realistic. But it is still wrong.

September 6, 2011 | Unregistered CommenterJoyce

Wow that video is horrible! I thought my mother inlaw was annoying.... I actually have that breastpump and all I can say is it was the biggest waste of money ever! I love breatfeeding! It is one of the most amazing gifts, we as woman are given. I used to be one of those people that was uncomfortable around woman when they were breastfeeding their children, now I love it. My moms groups and I have breastfeeding parties in the park.

September 6, 2011 | Unregistered CommenterAshley

Just an additional tiny comment to say that I hated that video but I am so glad you posted it!

September 6, 2011 | Unregistered CommenterMelodie

HORRIBLE!!!!!!!!!!!!

Breastfeeding is natural and people should just mind their own business if they do not like it! I would have told them to go home (okay I would have said much worse but only thing I could share) Gladly we do not use anything by Evenflo...and will make sure we do not!

September 6, 2011 | Unregistered CommenterDenise

This reminds me of the skits we would do at LLL meetings--only they would have a different ending. Felt myself wanting to beg the mother to just nurse the baby.
I'm not sure why Evenflo wants to portray breastmilk--not just breastfeeding--as disgusting. Aren't they selling pumps? Maybe they hope you will still give them enough bottle business after you wean.

September 6, 2011 | Unregistered CommenterHannah @A Mother in Israel

Beautiful letter!

September 6, 2011 | Unregistered CommenterChanna

Nolie, you may occasionally encounter some judgment when nursing in public, but many bottlefeeding mothers also report being judged or put down by strangers for not breastfeeding. It's not that it's hard to breastfeed in public - it's hard to be a mother in public. After three years of breastfeeding, I personally don't remember ever getting comments about my breastfeeding that upset me, and I expect that is lots of women's experience. I also don't love nursing in public, so I got myself a beautiful nursing cover from Bebe Au Lait... that really got me through those first few months. Best of luck this time around!

September 6, 2011 | Unregistered CommenterChanna

Great. Another company I have to boycott, now. I never did buy much from them other than a sippy cup now and then, but I certainly won't be supporting them at all anymore. Thanks a lot, Evenflo.

September 6, 2011 | Unregistered CommenterChristineG

What an awful video. Nothing like making new or soon-to-be mothers worry how people will react to them breastfeeding to boost sales. And that tweet, yuck. Many women will have people they don't feel comfortable nursing in front of, but those people won't be the same for everyone. I made myself get comfortable nursing in front of my step-father (who I've only know as an adult, he didn't watch me grow up) because I didn't want to have to leave the room every time my baby ate.

September 6, 2011 | Unregistered CommenterOlivia

YOU may see it that way, but I don't and I am sure there are others like me who don't as well. So why do you get to say it is wrong because you read too much into a video?

September 6, 2011 | Unregistered CommenterG

Aren't these the same people who were in the horrible car seat commercials, where the baby was too young for a forward facing seat and was strapped in incorrectly? evenflo just seems to be bad at advertising.

September 6, 2011 | Unregistered CommenterLindsey

Yikes, that is awful. I've never used evenflo products for breastfeeding or otherwise... and doesn't look like I ever will. That video just ticks me off even more.

September 6, 2011 | Unregistered CommenterRoxanne DeBord

I did see how this video could be humerous, but as a mom who's been there - I found myself to be more empathetic to that poor momma. Also, if my FIL had taken my breastmilk and put it in his coffee I would have had a conniption. That stuff is liquid gold and only for my baby thank you very much! Also, it is hard work getting that much milk, and takes a lot longer than 5 minutes like the commercial made it seem. It usually took me at least 15 minutes to get that much, if not longer on days where I was "running low." Also, I agree with everyone else to tell that MIL to %$&)# off. I had a similar experience but I just told my MIL that the baby didn't like formula and it was inconvenient to pump when the baby wanted milk *OMG RIGHT NOW.* She eventually got the hint. Momma's need to stick up for themselves!

September 6, 2011 | Unregistered CommenterMandy

It's just such a bad commercial! It is so insulting to the viewer (let alone all the stereotyped characters represented...). I agree, it seems like a parody of a bad commercial, an SNL skit.
Thank you for posting such an eloquent response to it all. I have a hard time finding the words. I just keep saying...what and then why!?!?
It's so disappointing.

September 6, 2011 | Unregistered CommenterSara from the Momzelle blog

I thought the exact same thing! And really, if you're going to pump for night feedings, why wouldn't you just have the bottle all ready to go so you weren't fumbling with it while half asleep. All that breast milk that the dad spilled all over the counter...It broke my heart. I've tried to pump, and after 4 hours and several glasses of water I had 2 oz. That's it. Not every mum can pump. I suppose I would have been told "well it's time to start formula at night then."

September 6, 2011 | Unregistered CommenterShaawna M.

There's another one where they are showing the parents (which, ps, I think they were totally going for a "King of Queens" vibe with those two) trying to get it on & they put the baby (who is now a girl, but is a boy in the pump video?) into an exersaucer....and then up pops a disclaimer about never leaving baby unattended.

September 6, 2011 | Unregistered CommenterFoxyKate

Sincerely, I have social anxiety. I was not able to breastfeed until my third child and a video like this would have set me off into a panic attack at my weaker moments. I can't stand to think that there are other women out there who are trying to BF and might come across this... or worse yet some meddling Granny type who would point to this video as a reason to interfere in someone breastfeeding for " bonding" of her own. It's not funny, it's a nightmare.

September 6, 2011 | Unregistered CommenterRenee

Besides all the obvious stuff, was anyone else put off by the fact this woman managed a WHOLE bottle of breast milk from one quick pump??? Way to make moms feel inadequate!!

September 6, 2011 | Unregistered CommenterMargarett

It actually kind of reminded me of Coffeemate, just not with an artificial aftertaste. We ran out of half and half and I am not even vaguely human without a cup of coffee. At least I know the source, as opposed to some random cow in a barn.

For what it's worth, I also wouldn't touch 2% in my coffee.

September 6, 2011 | Unregistered CommenterSamantha

Yeah so so terrible. How about Mom scrubbing the stove while Grandma plays with baby?
Absolutely yucky

September 6, 2011 | Unregistered CommenterAlexandra

Ugh, that's just aweful. I looked at their facebook page and I saw a few other promotional videos, that might be just as tacky, but no time to watch it. Very saddened by this.. If I didn't have to, I would never use a pump-even a good one. BFing baby is the best thing ever, and no mom should be made to feel embarrased by breastfeeding at home (esp with inlaws there) or out in public. If you move to another room or cover up that's your choice but this video.. no way... crosses way too many lines.. butt out mom and dad..

September 6, 2011 | Unregistered Commenterchris

Hi G,

You're right that the situation is one that is experienced by many women, and many women don't feel comfortable nursing in front of in-laws, or even their own parents. It took me a while to get the courage up to nurse my daughter in front of my dad, but I got used to it and so did he.

I think the point is that while everyone agrees that breastfeeding is best for babies, and most women know that it is their right to breastfeed in public spaces, there is still a lot of social stigma about "whipping out a boob" and a lot of women are really unsure of themselves when it comes to nursing in front of others. Evenflo, rather than empowering women and sending a message that it's OK and normal to breastfeed in your own home, are insinuating that breastfeeding in front the in-laws is a social blunder to sell their breast pump. It's extremely manipulative, and those types of advertising practices are unethical in my view. I don't judge any women for being uncomfortable nursing in front of her in-laws, but I do think a company exploiting the fact that not all women are comfortable breastfeeding in front of others this to sell their product is wrong.

September 6, 2011 | Unregistered CommenterJaime

You really believe that? Do you know anything about marketing? When you are trying to market a product you want to appeal to your target group and I would hazard a guess that their target group are women who either can't breastfeed or are struggling with it and can't take it anymore. These women because it is not easy for them to breastfeed are probably more awkward in these types if situations due to their circumstances. I know I hate having anyone around period when I was fumbling around with it. I see it as the company identifying that these things do happen and when they do here is a solution that you shouldn't feel ashamed about.

September 6, 2011 | Unregistered CommenterG

I am disgusted by this campaign. I don't have any Evenflo products, but they're off my list for future purchases and I'll make sure to ask my family to avoid them too.

I've been lucky nursing. My mother, who didn't breastfeed me for long due to suspected IGT, didn't know much, but was very supportive and my father, born in Hungary in the early 40s, couldn't fathom not breastfeeding. I can't say he's super comfortable watching me nurse, but he has told me it's a great thing and has told me some of his memories of nursing as a little kid. I've only had one negative experience while nursing–a woman with a preteen daughter walked by me and hissed "Disgusting..."– and I can't say I reacted maturely or quietly to it. Everything else has been pretty positive and we're going on a year.

September 6, 2011 | Unregistered CommenterSamantha

I'm horrified and disgusted. Let me tell you why this affected me so strongly. 11 years ago, with my first newborn, I had these sort of hovering relatives, one of which was my then-husband. I ended up pumping instead of feeding at the breast because everyone felt left out, and the pressure was intense. I was 21 years old, huddled on toilet seats in various bathrooms, trying to get enough milk into a bottle so someone could feed my baby who was crying in the next room. I would get walked in on and made fun of by disgusted men. What a horrible time in my life. I wish I could go back in time and tell everyone to sod off and feed my baby proudly and publicly at the breast! I'm pregnant now, all these years later, with a very supportive new husband, and a SPINE I was lacking in my early 20s. I will NEVER be ashamed again.

September 6, 2011 | Unregistered CommenterAngie

UGH! UUGGHHHH! When I didn't think that video could get any worse, there came the looks of complete disgust on everyone's faces because the guy drank a little breastmilk. Oh, how vile!! UGH.

September 6, 2011 | Unregistered CommenterLisa S.

Yes, I do really believe that.

It's OK that you didn't want any one around when you were struggling, and that is understandable and OK. In the early days I didn't breastfeed around anyone but my mom and husband until I got the hang of things and felt more comfortable with it.

What is not OK is insinuating to women that when they're "forced to feed on the go" that the socially acceptable solution is to pump a bottle.

It's also not OK to suggest that the best way to handle your in-laws is to pump while they visit so nobody has to feel uncomfortable with breastfeeding.

You're probably right that this hits their target market - I know I've been in situations with overbearing relatives whispering "Is she nursing that baby again?". But do we want women to feel more comfortable about breastfeeding or less comfortable? If we allow companies to use this kind of marketing without standing up and saying something, we all lose in the end.

September 6, 2011 | Unregistered CommenterJaime

Have you seen how much activity there is on the Evenflo Baby facebook wall? Wow. http://www.facebook.com/EvenfloBaby?sk=wall

September 6, 2011 | Unregistered Commenterphdinparenting

Rachael, you'll find that WIC contracts with different places depending on the state. My state contracts with Medela. Our contract is coming to an end and I have been urging our state coordinators to consider Hygeia instead.

September 6, 2011 | Unregistered CommenterStar

I am totally peeved with this video. The part that really pissed me off.
"I thought you had trouble pumping."
"Not with this little baby."
Yeah it is that the problem. YEAH RIGHT! I have problems pumping. Always have. I tried two different pumps and Never in my life have I pumped out that much. I know there may have been women who have. Sorry it just peeved me.

September 6, 2011 | Unregistered CommenterMelody

If you plan to breastfeed you don't need a pump. Grandparents can do other things to bond with the baby. Feeding is mama's job!

September 6, 2011 | Unregistered CommenterAnna

That is a terrible video. Terrible for SO many reasons. The unsupportive husband, the horrible In-laws and the premise that breastfeeding is inconvenient. The sad part is that while the MIL was berating her she didn't even defend herself in any way. Moms don't pump so that everyone can get a chance to feed the baby. Dads and grandparents can bond with the baby after they are full. Evenflo is way off base and clearly in need of a round table with a group of breastfeeding moms.

September 6, 2011 | Unregistered CommenterLisa

Evenflo - you should be ashamed of yourselves

September 6, 2011 | Unregistered Commenterlisa

Of course the video is now private. And no longer at the top of the google search (which I assume it must have been yesterday). Evenflo's PR is doing damage control. Not doing it very well in my opinion. Thanks for bringing this to everyone's attention. 2%? For real? I think its upsetting that the father in law using the breast milk as milk for his coffee and calling it 2% (I didn't see the video -- assuming from what I've read that this is what happened) insinuates that breastmilk is the same as cow's milk. Its not.

September 6, 2011 | Unregistered CommenterElyse

Any links to the videos? The ones I have tried are now "private".

September 6, 2011 | Unregistered CommenterLizette

Angie, my heart breaks for your 21-year old self and stands in awe of you now. Best wishes, Mama!

September 6, 2011 | Unregistered CommenterLisa M.

I couldn't watch the video for some reason, but apparently it would have ticked me off anyways.

September 6, 2011 | Unregistered CommenterMelanie

Evenflo took down the video. This is what they wrote on twitter (@evenflobaby):

"Our intent with the video was to spark a conversation through lively humor, but we have heard your concerns & have decided to take it down."

September 6, 2011 | Unregistered Commenterphdinparenting

We appreciate your comments and take your feedback seriously. As an organization of moms, sisters, aunts and grandmas, we believe it is important to support all moms’ choices – whether it is to breastfeed, pump, use a bottle or some combination of these options. We live breastfeeding every day in our roles here – from product integrity engineers to designers, marketers to human resources. In the making of the video, we spoke to many moms to get their input – many of which loved that we poked fun at such a passionate part of our lives. Our intent in sharing the video was to spark a conversation through lively humor. However, we’ve heard your concerns and after careful consideration have decided to take down this video.

For more information about Evenflo’s WHO Code position, please click here: http://bit.ly/pxCyIG.

September 6, 2011 | Unregistered CommenterEvenfloBaby
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