How bobbie Advertises on Meta

# Ad summary This ad for Bobbie infant formula claims to meet the same bar but take a shorter route than competitors. The ad lists the brand's benefits and features, including no corn syrup, artificial additives, pesticides, GMOs, slow boats, tariffs, or shortages. Half of these features are then juxtaposed with empty gray circles, implying that competitors may not meet these standards. # Brand positioning Bobbie is positioned as a premium and reliable infant formula brand that prioritizes the health and well-being of babies. The brand emphasizes its commitment to providing high-quality, organic, and gentle formula that is free from undesirable ingredients like corn syrup, artificial additives, pesticides, and GMOs. Bobbie also differentiates itself by ensuring a consistent supply, avoiding issues like slow shipping, tariffs, and shortages, suggesting it's a more dependable option than competitors. The brand's tone is straightforward and confident, focusing on functional benefits while also appealing to parents' emotional desire to provide the best for their children. # Product Bobbie Organic Gentle Infant Formula Milk-Based Powder with Iron is an infant formula designed to provide complete nutrition for babies. The formula is made with organic ingredients and is gentle on babies' digestive systems. Key features highlighted in the ad include the absence of corn syrup, artificial additives, pesticides, and GMOs. The formula also addresses potential supply chain issues by promising no slow shipping, tariffs, or shortages, ensuring a consistent and reliable source for parents. The packaging features a soothing image of a baby in utero, reinforcing the product's gentle nature and suitability for infants. The ad emphasizes that Bobbie is a European formula, indicating high-quality standards and potentially appealing to parents seeking European-style formulas. # Visual style The ad features a clean, minimalist design with a pastel color palette. The product is centrally located and well-lit, emphasizing its features. The use of certification badges and a simple table layout creates a sense of trust and transparency. The overall aesthetic is modern and health-conscious, appealing to a contemporary audience of parents. # Hooks Headline: Same bar. Shorter route. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is centered around concerns about the quality and reliability of infant formula. The ad targets the concerns of parents who are wary of undesirable ingredients and potential supply issues. # Value propositions - Organic Gentle Infant Formula # Benefits - NO SLOW AS*S BOATS - NO TARIFFS OR PRICE HIKES - NO SHORTAGES # Features - NO CORN SYRUP - NO ARTIFICIAL ADDITIVES - NO PESTICIDES OR GMOS # Call to action None used. # Social proof - USDA ORGANIC - Clean Label Project Purity Award - Certified Pesticide Residue Free # Point of view - Brand: The brand is communicating the superiority of its product by listing positive attributes and subtly contrasting them with potential competitor shortcomings. # Storyline - The ad opens with the headline “Same bar. Shorter route.”, which the brand uses to immediately assert that its product meets the same high standards as competitors, but offers a more direct path to obtaining it, suggesting greater convenience or reliability. The brand wants to quickly reassure potential customers that quality isn’t compromised while also hinting at a superior customer experience. - The ad showcases a can of Bobbie Organic Gentle Infant Formula, highlighting the product's name and emphasizing its organic and gentle nature. From the brand's POV, this reinforces the product's quality and suitability for infants. - The ad lists several attributes of the formula, such as "NO CORN SYRUP," "NO ARTIFICIAL ADDITIVES," and "NO PESTICIDES OR GMOs," using a green check mark to indicate these positive features. From the brand's POV, this is to emphasize the formula's health benefits and reassure parents about its safety and quality. - For the features "NO SLOW AS*S BOATS," "NO TARIFFS OR PRICE HIKES," and "NO SHORTAGES," the right-hand side of the chart shows empty gray circles instead of green checkmarks. From the brand's POV, this indirectly criticizes competitors who may have these issues, highlighting Bobbie's superior reliability and availability.

# Ad summary This ad features an interview with Bobbie CEO and co-founder Laura Modi. She discusses the company's mission to provide high-quality, domestically manufactured infant formula and the responsibility she feels to feed babies. # Brand positioning Bobbie is presented as a fast-growing infant formula company that prioritizes quality and safety. The brand emphasizes its commitment to domestic manufacturing and investing back into its products. Bobbie aims to occupy a space in the consumer's mind as a brand that takes the responsibility of feeding babies seriously and is dedicated to nurturing the safety and quality of its formula. # Product Bobbie is an infant formula that is domestically manufactured in a facility in the heartland of the country. The company has moved very fast and become the fastest-growing infant formula company. The ad emphasizes the company's commitment to nurturing the safety and quality of its formula and investing back into it. The ad highlights the responsibility and duty the company feels in feeding babies, emphasizing that it is not taken lightly. # Visual style The ad has a polished, professional aesthetic with clean lighting and simple backgrounds. The editing style is smooth with static shots and minimal transitions. The pacing is consistent throughout the ad. The audio and visual elements are synced to create a cohesive and engaging experience. # Hooks Spoken: So what's your biggest challenge now as you look at this next phase of your leadership? Visual: 00:00–00:03 Interior shot in a room with light blue walls, a patterned rug, and a desk with a white lamp and a framed picture. A woman with long, wavy auburn hair, wearing a light pink pantsuit and a white top, sits in a black chair. She is facing to the right and speaking. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Bobbie is presented as a brand that takes the responsibility of feeding babies seriously and is dedicated to nurturing the safety and quality of its formula. # Benefits - Nurturing the safety of it - Nurturing the quality of it - Continuing to invest back into it # Features - Domestically manufactured - Beautiful manufacturing facility in the heartland of the country # Call to action Shop now at hibobbie.com or in stores nationwide # Social proof - You've established Bobbie as a true player in this space. You're really redefining the market, but you're still a relatively small player compared to those giants. # Point of view - Brand 100% – The ad features the CEO and co-founder of Bobbie discussing the company's mission and values. # Storyline - 00:00–00:03 The interviewer asks Laura Modi, the CEO and co-founder of Bobbie, what her biggest challenge is now as she looks at the next phase of her leadership. - 00:03–00:26 Laura Modi responds that while Bobbie has moved very fast and become the fastest-growing infant formula company, and now that they've bought domestic manufacturing with a beautiful manufacturing facility in the heartland of the country, this is a decade of nurturing that. - 00:26–00:46 Laura Modi continues that she wakes up every day with a smile on her face knowing that the responsibility and duty that she has in feeding babies is not taken lightly, and that it's hard work.

# Ad summary This ad for Bobbie organic whole milk infant formula features a mother and child on a couch, with the product in the foreground. The ad highlights the reasons parents are switching to this premium formula in 2025 and encourages viewers to read the full story. # Brand positioning Bobbie is presented as a premium, organic infant formula brand. The brand positions itself as a modern choice for parents seeking high-quality nutrition for their babies. By highlighting the reasons parents are switching to their formula, Bobbie implies that it is a superior alternative to traditional options, suggesting a forward-thinking approach to infant nutrition. # Product The product featured is Bobbie Organic Whole Milk Infant Formula, presented in a rectangular cardboard container. The packaging is predominantly white with green accents and features the brand name and product description. The formula is positioned as a premium, organic option for infants, emphasizing its quality and nutritional value. The ad addresses the purchase barrier by highlighting the reasons parents are switching to this formula, suggesting it is a superior choice worth trying. # Visual style The ad has a clean and modern visual style with a focus on natural lighting and a relatable scene. The production quality appears to be high, with a well-composed shot and clear focus on the product and people. The visual motifs include a soft color palette and a focus on natural elements like plants, creating a sense of warmth and trustworthiness. # Hooks Headline: The 7 Reasons Parents Are Switching to this Premium Organic Whole Milk Formula in 2025. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that parents may be dissatisfied with current formula options and are looking for a better, more premium alternative. The headline, "The 7 Reasons Parents Are Switching to this Premium Organic Whole Milk Formula in 2025," suggests that there are compelling reasons to switch from existing formulas. # Value propositions - Switching to this Premium Organic Whole Milk Formula # Benefits - Premium # Features - Organic Whole Milk Infant Formula # Call to action READ THE FULL STORY # Social proof - None used. # Point of view - Brand: The headline and call to action are presented from the brand's perspective, highlighting the benefits of their product and encouraging viewers to learn more. - Customer: The visual of a mother and child creates a relatable scene from the customer's perspective, showing a natural, everyday moment. # Storyline - The ad opens with a visual of a mother and child on a couch, creating a warm and relatable scene. This is intended to capture the viewer's attention and establish a connection with the target audience of parents. The perspective is from an observer, showing a natural, everyday moment. - The ad highlights the headline, "The 7 Reasons Parents Are Switching to this Premium Organic Whole Milk Formula in 2025." This is intended to pique the viewer's curiosity and suggest that Bobbie is a superior choice. The perspective is from the brand, presenting a compelling reason to consider their product. - The ad includes a call to action, "READ THE FULL STORY," encouraging viewers to learn more about the benefits of Bobbie formula. This is intended to drive engagement and move potential customers further down the sales funnel. The perspective is from the brand, guiding the viewer towards further information.

# Ad summary This ad highlights the features of Bobbie Infant Formula and why parents should try it. The ad emphasizes the formula's organic ingredients, quality checks, and pediatrician approval, positioning it as a trustworthy and convenient choice for parents. # Brand positioning Bobbie is presented as a premium, trustworthy brand in the infant formula market. The brand emphasizes its commitment to quality, transparency, and nutritional value, positioning itself as a modern, health-conscious choice for parents. By highlighting features like organic ingredients, pediatrician approval, and rigorous quality checks, Bobbie aims to occupy a space in the consumer's mind as a reliable and convenient option that aligns with the values of informed and caring parents. The brand pushes against category norms by focusing on ingredient transparency and direct delivery, offering a functional and emotional appeal to parents seeking the best for their children. # Product Bobbie Infant Formula is an organic whole milk-based powder designed for infants aged 0-12 months. The formula is modeled after breast milk and contains DHA and ARA. Key features include naturally-occurring MFGM, whole milk fat, USDA Organic certification, over 2,000 quality checks, pediatrician approval, and ingredient transparency. The product is delivered straight to the customer's door, addressing the purchase barrier of convenience. The ad highlights the formula's nutritional benefits and quality assurances, emphasizing why it is a worthwhile choice for parents seeking a reliable and healthy option for their infants. # Visual style The ad has a clean, minimalist visual style with a focus on product visibility and clear messaging. The production quality appears to be high, with well-lit product shots and a blurred background. The visual motifs include a grid layout with feature callouts and a consistent color scheme of white and green. The image treatment involves background removal and subtle color grading to enhance the product's appeal. The typography is large and bold, ensuring scannability in the feed. The style contrasts with platform-native content by presenting a polished and professional look, aiming to capture attention through its high-design aesthetic. # Hooks Headline: Why should you try Bobbie Infant Formula? # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of parents seeking a trustworthy, high-quality infant formula that is both nutritious and convenient. The ad highlights the formula's organic ingredients, pediatrician approval, and direct delivery service, signaling a solution to the frustration of finding a reliable and accessible option. # Value propositions - Organic ingredients for health-conscious parents - Pediatrician approved for trusted quality - Delivered straight to your door for convenience # Benefits - Modeled after breast milk - Contains DHA & ARA - No Corn Syrup - No Palm Oil # Features - Naturally-occuring MFGM - Whole Milk fat - USDA Organic - 2,000+ quality checks - Pediatrician approved - Ingredient transparency - Delivered straight to your door # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is communicating the benefits and features of its infant formula, emphasizing quality, transparency, and convenience. - Customer: The ad is designed to address the customer's question of why they should choose Bobbie Infant Formula, focusing on their needs and concerns. # Storyline - The ad opens by asking, "Why should you try Bobbie Infant Formula?" This question is posed from the brand's perspective, aiming to immediately engage the viewer and introduce the product's value proposition. - The ad then highlights several key features of the formula, such as "Naturally-occuring MFGM," "Whole Milk fat," "USDA Organic," "2,000+ quality checks," "Pediatrician approved," "Ingredient transparency," and "Delivered straight to your door." These points are presented from the brand's perspective, showcasing the product's benefits and addressing potential concerns about quality and convenience.

# Ad summary This ad for Bobbie Organic Gentle infant formula highlights the product's gentleness on babies' stomachs and parents' wallets. It emphasizes HSA/FSA eligibility and potential savings, positioning the formula as both beneficial for the baby and financially accessible for parents. # Brand positioning Bobbie is presented as a modern, health-conscious brand that understands the needs of both babies and parents. The brand positions itself as a provider of organic and gentle infant formula, emphasizing the health benefits for babies with sensitive tummies. It also acknowledges the financial concerns of parents by highlighting HSA/FSA eligibility and potential savings, suggesting a brand that is both caring and practical. # Product The product is Bobbie Organic Gentle Infant Formula Milk-Based Powder with Iron. It is designed for infants and is presented as a complete nutrition modeled after breast milk. The formula is highlighted as being easy on tummies, suggesting it is suitable for babies with sensitive digestive systems. The ad also emphasizes that Bobbie Organic Gentle is HSA/FSA eligible, which addresses the financial concerns of parents and makes the product more accessible. The packaging features a white can with pink accents and the brand's logo, along with certifications and information about the product's organic nature. # Visual style The ad features a clean and minimalist visual style with a soft color palette. The production quality is high, with studio-shot lighting and a focus on showcasing the product in a visually appealing way. The gradient background and reflective surface create a sense of depth and sophistication. The typography is clean and legible, contributing to the overall modern aesthetic. # Hooks Headline: Easy on tummies (and wallets) # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of parents worrying about their baby's digestive health and the high cost of infant formula. The phrase "Easy on tummies" directly targets concerns about digestive discomfort, while the mention of HSA/FSA eligibility and potential savings addresses financial strain. # Value propositions - Easy on tummies (and wallets): This highlights the dual benefit of the product being gentle on the baby's digestive system and affordable for parents. - HSA/FSA eligibility: This makes the product more accessible to parents by allowing them to use their health benefits to purchase it. # Benefits - Easy on tummies - Save up to 30% # Features - Organic Gentle Infant Formula - Milk-Based Powder with Iron - HSA/FSA eligible # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is communicating the benefits of its product, emphasizing its gentleness and affordability. - Customer: The customer's perspective is addressed by highlighting the product's gentleness on tummies and the potential savings through HSA/FSA eligibility. # Storyline - The ad opens by highlighting the product's gentleness on babies' tummies and parents' wallets. This is told from the brand's perspective, aiming to immediately capture attention by addressing key concerns of parents: the baby's digestive health and the cost of formula. - The ad then states that Bobbie Organic Gentle is HSA/FSA eligible, allowing parents to use their benefits and save up to 30%. This is told from the brand's perspective, providing a practical benefit and addressing a potential purchase barrier by emphasizing affordability. - The ad showcases the product itself, featuring the can of formula, a scoop, and a prepared bottle. This is told from an objective perspective, allowing viewers to see the product and its components, reinforcing the brand's claims with a visual representation.

# Ad summary This ad for Bobbie Organic Gentle infant formula highlights that it is a first-of-its-kind gentle formula made for fussiness, gas, and crying. # Brand positioning Bobbie is presented as a brand focused on providing gentle and effective solutions for common infant discomforts like fussiness, gas, and crying. The brand positions itself as innovative, offering a "first-of-its-kind" formula, suggesting a commitment to pioneering advancements in infant nutrition. By emphasizing gentleness and addressing specific parental concerns, Bobbie aims to occupy a space in the market as a caring and reliable choice for parents seeking relief for their babies' digestive issues. The brand aligns with values of parental support and infant well-being, potentially pushing against norms of generic or harsh formulas. # Product The product being advertised is Bobbie Organic Gentle Infant Formula Milk-Based Powder with Iron. It is designed to alleviate fussiness, gas, and crying in infants. The formula is presented as a "first-of-its-kind gentle formula," highlighting its unique approach to addressing common digestive issues in babies. The product is packaged in a white cylindrical container with a pink lid and base. The label includes the brand name, product name, and descriptors such as "Organic Gentle," "Infant Formula," "Milk-Based," and "Powder with Iron." The packaging also features certifications such as USDA Organic. The ad aims to convey that this formula is a gentle and effective solution for parents dealing with fussy, gassy, or crying babies, addressing the purchase barrier of parental concern for infant digestive comfort. # Visual style The ad features a clean and minimalist visual style with a focus on product presentation. The production quality appears to be highly polished, with studio-shot lighting and a neutral color palette. The typography is integrated seamlessly, with a mix of sans-serif fonts used for headlines and product information. The overall aesthetic is modern and approachable, designed to convey trust and reliability. # Hooks Headline: A first-of-its-kind gentle formula made for fussiness, gas, and crying. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of parents struggling with infants who experience fussiness, gas, and crying. The ad copy states, "A first-of-its-kind gentle formula made for fussiness, gas, and crying," directly acknowledging these common infant discomforts. # Value propositions - A first-of-its-kind gentle formula made for fussiness, gas, and crying. # Benefits - Made for fussiness, gas, and crying # Features - Organic Gentle - Infant Formula - Milk-Based - Powder with Iron # Call to action None used. # Social proof - "Certified organic to USDA standards. Recognition by the EU is via the US/EU Organic Equivalency Arrangement" # Point of view - Brand: The brand is speaking directly to the viewer, offering a gentle reminder and introducing its product as a solution to common infant discomforts. # Storyline - The ad opens with a gentle reminder, setting a tone of empathy and understanding for parents dealing with infant discomfort. The brand is speaking directly to the viewer, acknowledging the challenges of parenting and positioning itself as a supportive resource. - The ad introduces Bobbie Organic Gentle as a "first-of-its-kind gentle formula made for fussiness, gas, and crying," highlighting the product's unique selling proposition and its ability to address specific parental concerns. The brand is communicating the product's key benefits and positioning it as a solution to common infant discomforts. - The ad visually presents the product with two containers of Bobbie Organic Gentle, reinforcing the brand's presence and showcasing the product's packaging and labeling. The brand is using visual cues to build brand recognition and convey product information.

# Ad summary A woman prepares baby bottles using Bobbie Organic Infant Formula. She pours water into a pitcher, adds the formula, and then pours the mixture into baby bottles. She juggles the bottles and dances with them. # Brand positioning Bobbie Organic Infant Formula is presented as a modern, trustworthy option for parents seeking high-quality nutrition for their babies. The brand aligns with a lifestyle that values both health and convenience, as demonstrated by the ease of preparation. The brand pushes against the norms of overly clinical or sterile baby product advertising by showcasing a parent casually preparing formula in a home kitchen. The brand positioning is both functional, emphasizing the organic and iron-fortified aspects of the formula, and emotional, aligning with the care and love parents have for their children. # Product Bobbie Organic Infant Formula is a milk-based powder with iron, designed to provide complete nutrition for infants. The formula is prepared by mixing the powder with water. The product is for parents who want an organic option for their babies. The ad highlights the ease of preparing the formula, showing the user adding water to a pitcher, mixing in the powder, and then pouring the mixture into baby bottles. The ad addresses the potential purchase barrier of complicated preparation by demonstrating a simple, straightforward process. The ad conveys that Bobbie Organic Infant Formula is a convenient and nutritious choice for modern parents. # Visual style The ad has a casual, UGC feel with natural lighting and a home kitchen setting. The editing style includes quick cuts and static shots, creating a fast-paced rhythm that matches the upbeat music. The production quality is polished enough to be visually appealing but maintains a relatable, non-commercial aesthetic. The pacing is consistent throughout the ad, with cuts timed to the music beats, enhancing the overall energy and engagement. # Hooks Spoken: Female 1: What have you ever met? Visual: 00:16–00:17 The woman juggles two filled baby bottles. The kitchen setting remains the same. The camera is stationary and at eye level. # Funnel stage Consideration # Pain points The ad implies that parents may find it challenging to find a nutritious and easy-to-prepare formula for their babies. The woman's playful demonstration suggests that preparing formula can be a simple and enjoyable task, addressing the frustration of complicated preparation processes. "What have you ever met?" # Value propositions - Organic formula provides high-quality nutrition for babies. - Easy preparation makes it convenient for busy parents. # Benefits - Complete nutrition for infants - Easy to prepare # Features - Milk-based powder with iron - Organic # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer using and demonstrating the product in a casual, relatable manner. # Storyline - 00:00–00:01 The ad begins with a woman holding up a can of Bobbie Organic Infant Formula, presenting the product to the audience. - 00:01–00:02 00:01–00:02 The woman pours water from a kettle into a measuring pitcher, demonstrating the first step in preparing the formula. This shows the ease and simplicity of the preparation process. - 00:02–00:03 00:02–00:03 The woman holds up the can of Bobbie Organic Infant Formula again, emphasizing the product being used. This reinforces the brand and product identity. - 00:03–00:14 00:03–00:14 The woman adds the formula powder to the water in the pitcher, mixes it, and prepares the formula. This demonstrates the straightforward process of making the formula. - 00:14–00:16 00:14–00:16 The woman pours the prepared formula into baby bottles, showcasing the final step in the process. This highlights the end result of having ready-to-use bottles. - 00:16–00:17 00:16–00:17 The woman juggles the baby bottles, adding a playful and lighthearted tone to the ad. This humanizes the brand and makes it more relatable. - 00:17–00:22 00:17–00:22 The woman continues to juggle and dance with the bottles, reinforcing the fun and easygoing image of the brand. This creates a positive association with the product. - 00:22–00:23 00:22–00:23 The woman walks away with the prepared bottles, signaling the completion of the task and the convenience of having the formula ready for the baby.

# Ad summary This ad promotes Bobbie Organic Gentle infant formula, highlighting its HSA/FSA eligibility and potential savings. # Brand positioning Bobbie is presented as a modern, organic, and gentle brand of infant formula. The brand emphasizes its commitment to quality nutrition, as highlighted by the USDA Organic certification and other awards. The brand positions itself as a premium choice for parents seeking the best for their babies, with a focus on gentle ingredients and eligibility for HSA/FSA benefits, making it both a healthy and financially smart choice. # Product The product featured is Bobbie Organic Gentle Infant Formula Milk-Based Powder with Iron. It is designed for infants aged 0-12 months. The formula is described as having complete nutrition and is modeled after breast milk. Key features include DHA & ARA and no corn syrup. The packaging highlights its organic certification and eligibility for HSA/FSA, addressing potential purchase barriers by emphasizing health benefits and cost savings. The ad promotes the formula as a gentle and nutritious option for babies. # Visual style The ad has a clean and modern visual style with a focus on simplicity and clarity. The color palette is soft and calming, with light blue and white dominating the scene. The product is well-lit and prominently displayed, with supporting badges and text that highlight its key features and benefits. The overall aesthetic is designed to appeal to health-conscious parents. # Hooks Headline: Organic Gentle is HSA/FSA eligible # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the financial burden of purchasing infant formula, particularly for parents seeking high-quality, organic options. The ad aims to alleviate this concern by highlighting the product's eligibility for HSA/FSA, allowing parents to use pre-tax dollars to purchase the formula. "Maximize your benefits and save up to 30% off." # Value propositions - HSA/FSA eligibility: Makes the product more affordable by allowing parents to use health savings accounts. - Save up to 30% off: Offers a direct financial incentive to purchase the product. # Benefits - HSA/FSA eligible - Maximize your benefits - Save up to 30% off # Features - Organic Gentle - Infant Formula Milk-Based Powder with Iron - Complete Nutrition - Modeled After Breast Milk - DHA & ARA - No Corn Syrup - No Palm Oil # Call to action None used. # Social proof - USDA Organic certification - Clean Label Project purity award - Certified Pesticide Free badge - Parenting Good Housekeeping Award # Point of view - Brand: The entire ad is presented from the brand's perspective, highlighting the product's benefits and features. # Storyline - The ad opens by announcing that Bobbie Organic Gentle is HSA/FSA eligible, immediately grabbing the attention of parents looking for cost-effective options. This is told from the brand's perspective, aiming to highlight the financial benefits of choosing their product. - The ad follows up by stating, "Maximize your benefits and save up to 30% off," reinforcing the financial incentive and encouraging viewers to consider the product. This is also told from the brand's perspective, emphasizing the potential savings. - The ad then showcases the product itself, highlighting its organic and gentle qualities, as well as its nutritional benefits. This is told from the brand's perspective, aiming to build trust and showcase the product's value. - The ad concludes by reiterating that the product is FSA/HSA eligible, providing a final reminder of the financial benefits. This is told from the brand's perspective, reinforcing the key selling point.

# Ad summary This ad for Bobbie organic infant formula features a mother holding her baby, with a can of Bobbie formula in the foreground. The ad promotes a limited-time offer of buy one can, get one free. # Brand positioning Bobbie is presented as a modern, trustworthy brand offering European-style organic infant formula. The brand emphasizes its commitment to providing high-quality nutrition for babies, positioning itself as a premium choice for parents seeking the best for their children. The brand aims to occupy a space in the consumer's mind as a provider of wholesome, organic options, aligning with values of health and well-being. It appears to push against the norms of traditional formula brands by highlighting its European-style recipe and organic ingredients, appealing to parents who prioritize natural and nutritious choices for their infants. The brand positioning is both functional, emphasizing the organic and European-style recipe, and emotional, appealing to parents' desire to provide the best for their babies. # Product The product being advertised is Bobbie Organic Whole Milk Infant Formula. It is presented as a European-style recipe made with organic whole milk. The product is for infants and is held by a person holding a baby. The can is green and white with the brand name and product details prominently displayed. The ad highlights the organic nature of the formula and its European-style recipe as key selling points. The ad addresses the purchase barrier of cost by offering a buy-one-get-one-free promotion, making it more accessible to parents. The ad aims to convince viewers that Bobbie formula is a premium, nutritious option worth trying or buying for their infants. # Visual style The ad has a clean and bright visual style, with a focus on natural lighting and a soft color palette. The production quality appears to be high, with a professional-looking photograph. The overall aesthetic is modern and approachable, designed to appeal to millennial parents. # Hooks Headline: Buy a can, get one on us. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the high cost of infant formula, which can be a significant financial burden for parents. # Value propositions - Buy one can, get one free ($14/can) # Benefits - Nutritious formula for infants # Features - European-style recipe - Organic whole milk # Call to action None used. # Point of view - Brand: The brand's point of view is present throughout the ad, as it promotes its product and highlights its key features and benefits. # Storyline - The ad opens with a promotional offer: "Buy a can, get one on us." This is intended to grab the viewer's attention and incentivize them to consider purchasing the product. The brand is telling this part of the story to immediately highlight the value proposition. - The ad then transitions to showcasing the product alongside a mother and baby, emphasizing the brand's commitment to quality and care. The brand is telling this part of the story to build trust and connect with the audience on an emotional level. - The ad highlights the product's key features, such as its European-style recipe and organic whole milk, reinforcing its premium positioning. The brand is telling this part of the story to educate the viewer about the product's unique selling points and differentiate it from competitors.

# Ad summary This image ad for Bobbie Organic Whole Milk Infant Formula promotes a limited-time offer of buy one can, get one free. The ad features a stack of two cans against a sky background and highlights the brand's European-style recipe with organic whole milk. # Brand positioning Bobbie is presented as a premium, health-conscious brand in the infant formula market. The brand emphasizes its commitment to quality ingredients and a unique European-style recipe. By highlighting the use of organic whole milk, Bobbie positions itself as a provider of superior nutrition for babies, appealing to parents who prioritize natural and wholesome products. The brand aims to occupy a space in the consumer's mind as a trusted and innovative choice, differentiating itself through its formulation and commitment to organic ingredients. # Product Bobbie Organic Whole Milk Infant Formula is a nutritional product designed for infants. The formula is highlighted as having a beloved original European-style recipe, now made with organic whole milk. The product is packaged in a white can with green accents and features the brand name prominently. The can also includes details such as "DHA & ARA" and "Modeled After Breast Milk," emphasizing the formula's nutritional benefits and similarity to breast milk. The ad promotes a "Buy a can, get one free" offer, addressing the potential purchase barrier of cost and encouraging trial or stocking up. # Visual style The ad features a clean and bright visual style with a focus on the product. The production quality is high, with professional product photography and clear typography. The use of a sky background creates a sense of naturalness and purity. The overall aesthetic is modern and appealing, designed to capture attention and convey trust. # Hooks Headline: Buy a can, get one free # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the cost of infant formula by offering a "Buy a can, get one free" promotion, signaling that the cost of formula can be a barrier for parents. # Value propositions - Buy a can, get one free: Offers immediate savings and encourages trial or stocking up. # Benefits - Nutritional benefits - Modeled after breast milk # Features - European-style recipe - Organic whole milk # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product, its benefits, and a special offer to attract customers. # Storyline - The ad opens with a limited-time offer: "Buy a can, get one free," immediately grabbing the viewer's attention with a compelling incentive. This is from the brand's perspective, aiming to drive immediate sales and attract new customers. - The ad highlights the product's unique selling points: "Our beloved original European-style recipe, now with organic whole milk." This reinforces the brand's commitment to quality and positions the formula as a premium choice. This is from the brand's perspective, emphasizing the product's superior formulation and ingredients. - The visual of stacked cans of Bobbie Organic Whole Milk Infant Formula against a sky background reinforces the brand's identity and product offering. This is from the brand's perspective, showcasing the product in an appealing and trustworthy manner.

# Ad summary This image ad promotes Bobbie Organic Whole Milk Infant Formula with a buy-one-get-one-free offer. The ad features a can of the formula against a blue background and highlights the offer prominently. # Brand positioning Bobbie is presented as a modern, organic infant formula brand. The brand emphasizes its commitment to providing high-quality, organic nutrition for babies, positioning itself as a premium choice for health-conscious parents. The brand pushes against the norms of traditional formula advertising by focusing on a clean, minimalist aesthetic and highlighting the organic and wholesome ingredients. Bobbie aims to occupy the space of a trusted, transparent, and nutritionally superior option in the infant formula market, appealing to parents who prioritize natural and healthy choices for their children. # Product The product is Bobbie Organic Whole Milk Infant Formula, designed for infants. It is presented as a best-selling organic recipe, modeled after breast milk. The formula contains DHA & ARA and is made without corn syrup or palm oil. The packaging highlights that it is a milk-based powder with iron. The ad promotes a "Buy a can, get one free" offer, incentivizing potential customers to try or stock up on the product. The ad addresses the purchase barrier of cost by offering a significant discount, making it more accessible to parents. # Visual style The ad features a clean and minimalist visual style with a focus on the product. The use of a solid blue background and white text creates a bright and modern aesthetic. The product is well-lit and prominently displayed, emphasizing its features and benefits. The overall production quality is high, with a polished and professional look. # Hooks Headline: Buy a can, get one free. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the high cost of infant formula by offering a buy-one-get-one-free promotion. This is signaled by the text "$28 $14/can" and "Buy a can, get one free." # Value propositions - Buy one can, get one free: This offers a direct cost savings to the customer, making the product more accessible and attractive. - Best-selling organic recipe: This highlights the product's popularity and quality, suggesting it is a trusted and effective choice. # Benefits - Best-selling organic recipe - Modeled after breast milk # Features - Organic recipe - DHA & ARA - No Corn Syrup - No Palm Oil - Modeled after breast milk - Milk-based powder with iron # Call to action None used. # Point of view - Brand: The brand is communicating the offer and product benefits to potential customers. - Customer: The customer is being presented with an offer to purchase the product at a discounted price. # Storyline - The ad starts by presenting a limited-time offer: "Buy a can, get one free." This is intended to immediately grab the viewer's attention and create a sense of urgency. The brand is telling the audience about a special promotion to encourage immediate action. - The ad elaborates on the offer, stating, "Buy one can of our best-selling organic recipe, and get a second one free." This reinforces the value proposition and highlights the product's popularity and quality. The brand is emphasizing the benefits of choosing their product. - The ad showcases the product itself, a can of Bobbie Organic Whole Milk Infant Formula, to visually reinforce the product being offered. The brand is showing the product and its key features, such as being organic and modeled after breast milk.

# Ad summary This ad shows a woman preparing nighttime bottles for her baby using Bobbie organic infant formula. The ad highlights the convenience and ease of use of the product. # Brand positioning Bobbie is presented as a modern, organic infant formula brand that aligns with the values of today's parents. The brand emphasizes simplicity and quality, offering a milk-based powder with iron that is easy to prepare. The packaging and overall aesthetic suggest a clean, trustworthy, and premium product, positioning it as a go-to choice for parents seeking the best for their babies. # Product Bobbie Organic Infant Formula is a milk-based powder with iron, designed to provide complete nutrition for infants. The formula is modeled after breast milk and contains DHA and ARA. It is made without corn syrup or palm oil. The product is packaged in a white and green tin, emphasizing its organic nature. The ad showcases the ease of preparing the formula by mixing it with water in a baby bottle, highlighting its convenience for nighttime feedings. # Visual style The ad has a clean and bright aesthetic, with natural lighting and a focus on the product. The editing style is simple with static shots and smooth transitions. The production quality is polished, giving it a commercial feel. The pacing is consistent, with cuts timed to the music. The overall visual style supports the intended tone of simplicity and trustworthiness. # Hooks Spoken: 00:00–00:01: [Friendly] make nighttime bottles with me Text overlay: 00:00–00:01: make nighttime bottles with me 🥺✨ Visual: 00:00–00:01: A close-up shot shows three Dr. Brown's baby bottles filled with milk, arranged on a light-colored countertop. The background is a neutral-toned wall. A hand with red nail polish places the bottles on the counter. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of needing a convenient and nutritious formula option for nighttime feedings, especially for busy parents. # Value propositions - Organic and healthy ingredients for your baby - Easy preparation for busy parents - Modeled after breast milk for optimal nutrition # Benefits - Complete nutrition for infants - Easy to prepare - Convenient for nighttime feedings # Features - Organic infant formula - Milk-based powder with iron - Modeled after breast milk - Contains DHA and ARA - No corn syrup - No palm oil # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a parent preparing baby bottles, creating a relatable and authentic feel. # Storyline - 00:00–00:01 The ad begins by showing three prepared baby bottles, setting the stage for a nighttime routine. - 00:01–00:03 The ad introduces Bobbie infant formula, highlighting the product that will be used to prepare the bottles. - 00:03–00:07 The ad shows a box of Bobbie formula being opened, emphasizing the product's packaging and presentation. - 00:07–00:09 The ad transitions to the preparation process, showing empty baby bottles being arranged on a counter. - 00:09–00:14 The ad shows water being added to the bottles, followed by the addition of Bobbie formula. - 00:14–00:17 The ad shows the bottles being capped and shaken to mix the formula. - 00:17–00:21 The ad shows the final steps of preparing the bottles, including adding the internal components and nipples. - 00:21–00:22 The ad concludes with a "goodnight" message, signaling the completion of the nighttime bottle preparation.

# Ad summary This ad promotes Bobbie Organic Infant Formula. The ad features a woman receiving a delivery of Bobbie formula and highlights the convenience of having formula delivered directly to your door. The ad emphasizes the brand's partnership with the National Women's Soccer League and positions Bobbie as a modern solution for busy parents. # Brand positioning Bobbie Organic Infant Formula is presented as a modern, convenient solution for parents. The brand aligns with a lifestyle of ease and empowerment, suggesting that parents, particularly mothers, don't need to be burdened by traditional shopping trips for formula. The brand emphasizes its partnership with the National Women's Soccer League, positioning itself as supportive of women and modern families. The brand positioning is both functional (convenience) and emotional (empowerment). # Product Bobbie Organic Infant Formula is a milk-based powder with iron, designed to be a complete nutrition source for infants. The formula is modeled after breast milk and is intended to reduce gas, fussiness, and crying. The product is delivered in a box containing multiple individual cans, each featuring unique designs related to the National Women's Soccer League. The ad highlights the convenience of having the formula delivered directly to your door, eliminating the need for parents to go to the store. # Visual style The ad has a clean, bright, and modern aesthetic. The editing is simple with static shots and smooth transitions. The production quality is high, giving it a polished commercial feel. The pacing is slow and deliberate, allowing viewers to focus on the product and its packaging. # Hooks Spoken: 00:00–00:06: the lioness doesn't concern herself with going to the store to buy formula Text overlay: 00:00–00:06: the lioness doesn't concern herself with going to the store to buy formula Visual: 00:00–00:02: A woman with dark hair, wearing a red shirt and jeans, opens a white front door with a fall wreath. She bends down to pick up a pink box labeled "Handle with Care" from a "Welcome" doormat. A potted plant with fall flowers sits to the right of the door. / 00:02–00:03: Overhead shot of the pink box being opened on a black surface. The inside of the box is lined with pink packaging paper featuring the Bobbie logo and various illustrations. / 00:03–00:06: The packaging paper is removed to reveal six cans of Bobbie Organic Infant Formula, each with a unique design related to the National Women's Soccer League. The cans are arranged neatly inside the box. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of busy parents who don't have time to go to the store to buy formula. "The lioness doesn't concern herself with going to the store to buy formula." # Value propositions - Convenience: The formula is delivered directly to your door, saving parents time and effort. - Quality: The formula is organic and modeled after breast milk, providing complete nutrition for infants. # Benefits - Convenience of home delivery - Reduces gas, fussiness, and crying in infants - Modeled after breast milk # Features - Organic infant formula - Milk-based powder with iron - Modeled after breast milk - Complete nutrition - For Gas, Fussiness, Crying # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a customer receiving and unboxing the product. # Storyline - 00:00–00:02 A woman opens her front door and picks up a pink box labeled "Handle with Care" from her doorstep. - 00:02–00:03 The perspective shifts to an overhead shot of the box being opened, revealing pink packaging paper with the Bobbie logo and illustrations. - 00:03–00:06 The packaging paper is removed to reveal multiple cans of Bobbie Organic Infant Formula, each with a unique design related to the National Women's Soccer League.

# Ad summary This ad for Bobbie baby formula highlights the brand's commitment to quality and safety by showcasing its manufacturing process and quality control measures. The ad features a quote from the CEO emphasizing the personal connection to the product, as well as visual cues of a clean and controlled production environment. # Brand positioning Bobbie is presented as a baby formula brand that prioritizes quality and safety above all else. The brand emphasizes its commitment to feeding its own babies with its formula, suggesting a high level of trust and personal investment in the product. This positions Bobbie as a brand that goes above and beyond industry standards, with a focus on rigorous testing and environmental controls. The brand aims to occupy a space in the consumer's mind as a reliable and trustworthy option, aligning with values of transparency and personal care. By highlighting the CEO's personal connection to the product, Bobbie pushes against the norm of impersonal corporate brands, creating an emotional connection with parents who seek the best for their children. # Product Bobbie baby formula is presented as a product made with the highest standards of quality and safety. The ad emphasizes the brand's commitment to rigorous testing, including 2,000+ quality checks, third-party testing, and environmental swabs. These features are designed to address parents' concerns about the safety and quality of baby formula. The ad highlights that the brand's own babies are fed with Bobbie, suggesting a high level of trust and personal investment in the product. This serves as a USP, conveying that the brand goes above and beyond industry standards to ensure the formula is safe and nutritious. The ad aims to convince viewers that Bobbie is a reliable and trustworthy option for feeding their babies. # Visual style The ad has a clean and professional visual style, with a focus on showcasing the brand's commitment to quality and safety. The production quality appears to be high, with a well-lit and sterile environment. The visual motifs include a focus on the manufacturing process and quality control measures. The image treatment includes color grading to enhance the clean and sterile feel. The typography is integrated in a clear and legible manner. The overall style is designed to convey trust and reliability. # Hooks Headline: We feed our own babies Bobbie # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of parents being concerned about the safety and quality of baby formula. The ad states, "That's why the bar isn't just high—it's personal," signaling the frustration of parents who want the best for their children. # Value propositions - The brand feeds its own babies Bobbie, implying a high level of trust and quality. # Benefits - The bar isn't just high—it's personal. # Features - 2,000+ QUALITY CHECKS - THIRD-PARTY TESTING - ENVIRONMENTAL SWABS # Call to action None used. # Social proof - LAURA MODI, BOBBIE CEO AND CO-FOUNDER - CASEY BAUER, CHIEF OPERATIONS OFFICER # Point of view - Brand: The brand is communicating its commitment to quality and safety through the headline, bullet points, and the CEO's quote. - External source: The names and titles of the CEO and Chief Operations Officer are presented to add credibility and transparency to the brand. # Storyline - The ad opens with the brand name and a statement: "We feed our own babies Bobbie," which is intended to convey the brand's commitment to quality and safety. This is told from the brand's perspective, establishing a personal connection with the audience. - The ad continues with the statement, "That's why the bar isn't just high—it's personal," which is intended to reinforce the brand's dedication to exceeding industry standards. This is told from the brand's perspective, emphasizing the personal investment in the product. - The ad features the name and title of the CEO and Co-Founder, Laura Modi, and the Chief Operations Officer, Casey Bauer, which is intended to add credibility and transparency to the brand. This is told from an external source perspective, highlighting the people behind the product. - The ad concludes with three bullet points highlighting the brand's quality control measures: "2,000+ quality checks," "Third-party testing," and "Environmental swabs," which is intended to reassure parents about the safety and reliability of the formula. This is told from the brand's perspective, providing concrete evidence of its commitment to quality.

# Ad summary This ad showcases Bobbie Gentle Organic Infant Formula. The ad features a hand rotating a can of Bobbie Gentle Organic Infant Formula to show the different labels on the can. # Brand positioning Bobbie is presented as a brand that understands the realities of parenthood and offers a gentle, organic infant formula. The brand aligns with values of honesty, humor, and a modern approach to parenting, pushing against the norms of overly sentimental or unrealistic portrayals of parenthood. Bobbie aims to occupy a space in the consumer's mind as a brand that is both trustworthy and relatable, offering a product that is gentle on babies and supportive of parents. # Product Bobbie Gentle Organic Infant Formula is a milk-based powder with iron, designed to provide complete nutrition modeled after breast milk. It is formulated to be easier on babies, reducing gas, fussiness, and crying. The formula is USDA organic and comes in a 14.1 oz (400g) can, suitable for infants aged 0-12 months. The ad highlights the product's gentle formulation and its alignment with the realities of parenthood, suggesting it is worth trying for parents seeking a reliable and relatable infant formula option. # Visual style The ad has a clean, simple aesthetic with a focus on the product. The editing is smooth with static shots and transitions. The production quality is polished, giving it a commercial feel. The pacing is consistent, and the cuts are timed to the music beats. # Hooks Spoken: 00:00–00:01: Wise words from Bobbie Text overlay: 00:00–00:01 wise words from bobbie Visual: 00:00–00:01: Close-up shot of two cans of Bobbie Gentle Organic Infant Formula on a white countertop with a light gray tiled backsplash. The cans are white with green and pink labels. The text overlay reads, "wise words from bobbie". # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of parents struggling with infant gas, fussiness, and crying. The ad states that the product is "For Gas, Fussiness, Crying." # Value propositions - Gentle formula for sensitive babies - Organic ingredients for health-conscious parents - Modeled after breast milk for optimal nutrition # Benefits - Complete Nutrition - Easier # Features - Organic Gentle Infant Formula - Milk-Based Powder with Iron - Modeled After Breast Milk - For Gas - Fussiness - Crying # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a customer showcasing the product. # Storyline - 00:00–00:01 The ad begins with a close-up of two cans of Bobbie Gentle Organic Infant Formula. - 00:01–00:03 A hand rotates a can of Bobbie Gentle Organic Infant Formula to show the label that reads, "Sh*ts about to get real..." with a QR code. - 00:03–00:05 The hand rotates the can to show the label that reads, "SLEEP SIP POOP REPEAT" with arrows in a square shape. - 00:05–00:07 The hand rotates the can to show the label that reads, "You're not a regular parent. You're a Bobbie Gentle parent." with a QR code. - 00:07–00:09 The hand rotates the can to show the label that reads, "BOBBIE X NATIONAL WOMEN'S SOCCER LEAGUE OFFICIAL FEEDING PARTNER OF THE NWSL" with a soccer ball.

# Ad summary A mom shares her experience with combo feeding her baby, using Bobbie organic infant formula. She highlights the benefits of combo feeding for both the baby and the parents, emphasizing the quality and organic ingredients of Bobbie formula. # Brand positioning Bobbie is presented as a high-quality, organic infant formula brand that prioritizes the health and well-being of babies. The brand aims to occupy a space in the consumer's mind as a trusted and reliable option for parents who choose to supplement breastfeeding with formula. Bobbie aligns with values of providing the best nutrition for babies, using organic ingredients, and modeling its formula after breast milk. The brand pushes against the norm that parents must choose between formula and breastfeeding, instead promoting the idea of combo feeding. The brand positioning is both functional (organic ingredients, breast milk model) and emotional (peace of mind for parents). # Product Bobbie is a gentle organic infant formula designed for babies, particularly those who may be colicky or have sensitive stomachs. It is a milk-based powder with iron. The formula is made with high-quality, organic ingredients to ensure babies are getting the best nutrition. Bobbie is the only European-style formula made in the U.S. and is modeled after breast milk. The ad addresses the purchase barrier of parents feeling they must choose between formula and breastmilk, instead promoting combo feeding. The ad tells the viewer that Bobbie formula is worth trying because it is a high-quality, organic option that can lead to a happier baby and a happier household. # Visual style The ad has a UGC feel, with a selfie-style camera angle and natural lighting. The editing style is simple, with static shots and smooth transitions. The production quality is polished, but still maintains a casual and authentic tone. The pacing is consistent throughout the ad, with a moderate number of cuts per minute. # Hooks Spoken: Female 1: Okay guys, I'm finally going in depth about combo feeding and how I feel like it is the best thing for our family. Text overlay: OUR COMBO FEEDING JOURNEY🍼💚✨ Visual: 00:00–00:04 The shot is a selfie-style, medium shot of a young woman with long blonde hair, wearing a black and white striped cardigan. She is smiling and gesturing with her hands as she speaks. The background is a bedroom with light green and white striped wallpaper, a white door, and a crib. # Funnel stage Consideration # Pain points The ad addresses the frustration of feeling like you have to choose between formula and breastfeeding. # Value propositions - High-quality organic ingredients for baby's health - European-style formula made in the U.S. for convenience - Models breast milk for continued breastfeeding # Benefits - Happier baby - Good quality food - Less responsibility for mom - Dad gets to feed baby more # Features - Gentle organic formula - High-quality organic ingredients - European-style formula made in the U.S. - Models breast milk # Call to action Look no further than Bobbie. # Social proof - "I'm finally going in depth about combo feeding and how I feel like it is the best thing for our family" – Female 1 (Customer) - "Within days of using Bobbie, our entire household has just been happier" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a mom who uses and loves the product. # Storyline - 00:00–00:04 The creator introduces the topic of combo feeding and shares that she feels it is the best thing for her family. - 00:04–00:13 She explains that she exclusively breastfed for the first three months but felt it was too consuming. She thought she had to choose between formula and breastfeeding. - 00:13–00:21 The creator shares that she decided to do both and researched what formula to feed her baby. - 00:21–00:31 She reveals that she chose Bobbie formula and holds up the product. She explains that her baby takes the gentle organic formula because she was colicky as a newborn, and she wanted to remedy anything that might upset her stomach. - 00:31–00:44 The creator states that within days of using Bobbie, her entire household has been happier. She explains that her baby is happier because she is getting enough food and good quality food. She is happier because the sole responsibility of providing her baby's food is off her shoulders. Her husband is happier because he gets to feed their baby more. - 00:44–00:54 The creator shares that Bobbie is the only European-style formula made in the U.S. and models breast milk, which was important to her because she wanted to keep breastfeeding as well. She adds that it uses all high-quality organic ingredients, so her baby is getting the good stuff. - 00:54–01:01 She concludes that using Bobbie has felt life-changing for her family and for her as a mom. She feels good feeding her baby Bobbie, knowing that it is some of the best quality ingredients. - 01:01–01:14 The creator recommends Bobbie to other moms looking for a high-quality organic formula. She offers to answer any questions about combo feeding or her experience.

# Ad summary A mom shares why she chooses Bobbie organic infant formula. She highlights that it is an organic formula company that uses no corn syrup or palm oil. She also shares that it contains DHA, which is a fatty acid that plays a critical role in brain development. She states that Bobbie provides the most DHA out of any US formula company. # Brand positioning Bobbie is presented as an organic infant formula company that prioritizes the health and development of babies. The brand emphasizes the importance of DHA, a fatty acid crucial for brain development, and positions itself as a provider of the most DHA among US formula companies. Bobbie distinguishes itself by being an organic formula company that avoids corn syrup and palm oil, appealing to health-conscious parents seeking natural and nutritious options for their infants. The brand aligns with values of health, nutrition, and brain development, aiming to occupy a space in the consumer's mind as a trusted and high-quality choice for infant formula. # Product Bobbie Organic Infant Formula is a milk-based powder formula with iron, designed for infants. It is an organic formula that contains DHA, a fatty acid that plays a critical role in brain development. The formula is made without corn syrup or palm oil. The ad highlights that Bobbie provides the most DHA out of any US formula company. The ad suggests that Bobbie is worth trying or buying because it is an organic and nutritious option that supports brain development in infants. # Visual style The ad has a casual, UGC feel with natural lighting and simple editing. The production quality is decent, but it doesn't feel overly polished. The pacing is consistent throughout the ad, with static shots and smooth transitions. The audio-visual sync is good, with the text and product actions timed to the voiceover lines. # Hooks Spoken: 00:00–00:03: As a mom who exclusively formula feeds, this is why I choose Bobbie. Text overlay: 00:00–00:03: as a mom who exclusively formula feeds / 00:02–00:03: this is why I choose Bobbie Visual: 00:00–00:03: A woman with blonde curly hair smiles at the camera while holding a can of Bobbie Organic Infant Formula. She is wearing a light pink sweatshirt with a cartoon drawing of breasts on it. The background is a neutral-colored wall with a doorway leading to a kitchen. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the concern of parents wanting the best nutrition for their babies, particularly for brain development. The ad highlights that Bobbie provides the most DHA out of any US formula company, which is important because DHA plays a critical role in brain development. # Value propositions - Organic formula with no corn syrup or palm oil - Provides the most DHA for brain development # Benefits - Supports brain development - Provides most DHA out of any US formula company # Features - Organic formula - No corn syrup - No palm oil - Contains DHA # Call to action None used. # Social proof - "We love Bobbie because it provides most DHA out of any US formula company." – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a mom who uses and loves the product. # Storyline - 00:00–00:02 The ad begins with a mom introducing herself as someone who exclusively formula feeds. - 00:02–00:03 She states that this is why she chooses Bobbie, introducing the product. - 00:03–00:07 The mom shares that she loves that Bobbie is an organic formula company that uses no corn syrup or palm oil, highlighting key features. - 00:07–00:09 The ad transitions to a screen recording of an article about DHA, with the mom explaining that she wants to talk about DHA. - 00:09–00:12 She defines DHA as a fatty acid that plays a critical role in brain development, emphasizing its importance. - 00:12–00:16 The mom states that babies' brains double in size in the first six months, reinforcing the need for DHA. - 00:16–00:19 She concludes by saying that she loves Bobbie because it provides the most DHA out of any US formula company, reiterating the product's key benefit.

# Ad summary string # Brand positioning Bobbie Organic Infant Formula is presented as a premium, organic alternative to traditional formulas. The brand emphasizes natural ingredients, such as no corn syrup and no palm oil, positioning itself as a healthier option for babies. The brand aligns with values of health-consciousness and providing the best nutrition for infants, appealing to parents who prioritize organic and natural products. Bobbie aims to occupy the space of a trusted and high-quality formula brand, pushing against norms of formulas with less desirable ingredients. The brand positioning is both functional, highlighting the organic and natural aspects, and emotional, appealing to parents' desire to provide the best for their children. # Product Bobbie Organic Infant Formula is a powdered formula designed for infants, providing a complete nutritional source when breastfeeding is not possible or chosen. The formula is explicitly stated to contain no corn syrup and no palm oil, emphasizing its organic and natural composition. It is intended for parents who seek a healthier alternative to traditional formulas, prioritizing natural ingredients and avoiding common additives. The product is shown being prepared in a glass bottle with clear measurement markings, indicating ease of use and precise preparation. The ad addresses the purchase barrier of ingredient concerns by highlighting the absence of undesirable components. The formula is presented as a way to provide a baby's favorite meal, suggesting it is palatable and well-received by infants. # Visual style The ad has a bright and clean aesthetic, with a focus on natural lighting and a homey kitchen setting. The editing style is simple and straightforward, with static shots and smooth transitions. The production quality is polished, giving it a commercial feel while maintaining a relatable, UGC-style presentation. The pacing is consistent, with a moderate tempo that matches the calm and informative tone. The cuts and product actions are timed to align with the voiceover, creating a cohesive audio-visual experience. # Hooks Spoken: 00:00-00:01: Female 1: Everybody sees you. Text overlay: 00:00–00:01 / POV: “You’re a happy Bobbie Baby “ 💚 Visual: 00:00–00:01: A woman with auburn hair, wearing a light blue denim shirt, holds a baby in a gray outfit. She is smiling and looking at the camera. The baby is drinking from a white bottle. The background is a bright, white kitchen with white cabinets and a light fixture overhead. There are Christmas decorations (wreaths with red ribbons) hanging on the cabinets. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the concern of parents seeking healthier formula options by highlighting the absence of corn syrup and palm oil, which are often seen as undesirable ingredients in infant formula. "No Corn Syrup, No Palm Oil" # Value propositions - Organic and natural ingredients for a healthier formula option - Provides a meal that babies enjoy, making feeding time easier # Benefits - Provides a baby's favorite meal - Healthier alternative to traditional formulas # Features - No Corn Syrup - No Palm Oil - Organic Infant Formula # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a mother preparing and feeding her baby, creating a relatable and authentic feel. # Storyline - 00:00–00:01 The ad begins with a woman holding a baby, feeding it a bottle. The message is to show a happy baby being fed with a bottle, implying satisfaction and contentment. The perspective is from the mother, showing her affection for her child and the baby's enjoyment of the product. The tone is warm and loving. - 00:01–00:03 The scene transitions to a countertop where a woman places an empty glass baby bottle. The message is to show the preparation process of the formula. The perspective is from an observer, focusing on the steps involved in making the formula. The tone is informative and practical. - 00:03–00:05 The woman pours water into the bottle, filling it to a marked level. The message is to demonstrate the ease of measuring and preparing the formula. The perspective is from an observer, focusing on the precise measurement of water. The tone is instructional and clear. - 00:05–00:08 The woman opens a can of Bobbie Organic Infant Formula. The message is to introduce the product being used. The perspective is from an observer, highlighting the brand and packaging. The tone is promotional and informative. - 00:08–00:10 The woman scoops formula powder into the bottle. The message is to show the process of adding the formula to the water. The perspective is from an observer, focusing on the preparation steps. The tone is practical and instructional. - 00:10–00:12 The woman attaches a nipple to the bottle. The message is to complete the preparation of the bottle. The perspective is from an observer, showing the final steps. The tone is efficient and straightforward. - 00:12–00:16 The woman shakes the bottle to mix the formula. The message is to ensure the formula is properly mixed. The perspective is from an observer, demonstrating the final preparation step. The tone is practical and reassuring. - 00:16–00:17 The prepared bottle is shown next to the can of Bobbie Organic Infant Formula. The message is to highlight the finished product and the brand. The perspective is from an observer, emphasizing the brand and its product. The tone is promotional and satisfying.

# Ad summary This ad demonstrates how to make a combo-fed bottle using Bobbie Organic Whole Milk Infant Formula. The ad shows the process of adding formula and breastmilk to a bottle, and shaking it to mix. # Brand positioning Bobbie Organic Whole Milk Infant Formula is presented as a high-quality option for parents who choose to formula feed or supplement with formula. The brand aligns with values of providing organic and wholesome nutrition for infants. The brand positioning is functional, focusing on the quality and composition of the formula. # Product Bobbie Organic Whole Milk Infant Formula is an organic formula designed for infants. The ad shows the formula being added to a baby bottle along with breastmilk to create a combo-fed bottle. The formula is presented as a convenient and nutritious option for parents who want to supplement breastfeeding or exclusively formula feed. The ad highlights the ease of use and the organic nature of the product. # Visual style The ad has a clean, bright, and simple aesthetic, typical of UGC content. The editing is straightforward with static shots and minimal transitions. The production quality is decent, giving it a polished yet relatable feel. The pacing is slow and deliberate, allowing viewers to clearly see each step of the process. # Hooks Text overlay: 00:00–00:06: OUR TYPICAL COMBO FED BOTTLE / 00:00–00:06: • 2oz of formula / 00:00–00:06: • 4 oz of breastmilk Visual: 00:00–00:01: A close-up shot of a baby bottle and a container of breastmilk on a white countertop. The background features a white subway tile backsplash. A hand reaches into the frame to grab the bottle. / 00:01–00:02: The breastmilk is poured from a white container into the baby bottle. The camera remains stationary, focusing on the pouring action. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Convenient and nutritious option for supplementing breastfeeding - Organic ingredients for health-conscious parents # Benefits - Provides nutrition for infants - Can be used for combo-feeding with breastmilk # Features - Organic formula - Whole milk infant formula # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a parent demonstrating how they prepare a combo-fed bottle for their baby. # Storyline - 00:00–00:01 The ad opens with a shot of a baby bottle and a container of breastmilk, setting the stage for a demonstration of how to make a combo-fed bottle. - 00:01–00:02 The breastmilk is poured into the baby bottle. - 00:02–00:04 The Bobbie Organic Whole Milk Infant Formula container is opened, and a scoop of formula is added to the bottle. - 00:04–00:06 The bottle is closed and shaken to mix the formula and breastmilk.

# Ad summary This image ad for Bobbie organic infant formula highlights the brand's commitment to safety and offers a buy-one-get-one-free promotion. The ad features a stack of Bobbie formula cans against a sky background, emphasizing the product's organic and safe qualities. # Brand positioning Bobbie positions itself as a premium, safety-focused brand in the infant formula market. The brand emphasizes its commitment to safety with the tagline "Safety isn't optional. It's our standard." This suggests that other brands may compromise on safety, which Bobbie does not. The brand also highlights its USDA Organic certification, appealing to health-conscious parents. Bobbie aims to occupy a space in the consumer's mind as a reliable and trustworthy choice for infant nutrition, prioritizing safety and quality above all else. # Product The product featured is Bobbie Organic Infant Formula Milk-Based Powder with Iron. It is presented as a complete nutrition formula, modeled after breast milk. The formula is packaged in a white cylindrical can with green accents. The can features the brand name, product name, and various certifications, including USDA Organic. The ad highlights the product's organic nature and its suitability for infants. The ad also addresses a potential purchase barrier by offering a buy-one-get-one-free promotion, incentivizing customers to try the product. # Visual style The ad has a clean and modern visual style. The use of bright colors, such as the green platform and blue sky, creates a cheerful and inviting atmosphere. The product is prominently displayed, and the text is clear and easy to read. The overall aesthetic is polished and professional, suggesting a high-quality product. # Hooks Headline: Safety isn't optional. It's our standard. # Funnel stage Consideration # Pain points The ad addresses the concern that some infant formulas may not prioritize safety, implying that parents are worried about the ingredients and quality of the formula they are feeding their babies. "Safety isn't optional." # Value propositions - Safety isn't optional. It's our standard. - Buy a can of our USDA Organic infant formula and get one free. # Benefits - Modeled after breast milk - Complete nutrition # Features - USDA Organic infant formula - Milk-Based Powder with Iron - Complete Nutrition Modeled After Breast Milk - No Corn Syrup - No Palm Oil # Call to action None used. # Social proof - Parent Approved - Best of Babylist - Parenting Good Housekeeping - The Everymom # Point of view - Brand: The brand's POV is present in the headline, tagline, and call to action, where it communicates its values, product benefits, and promotional offers. - External source: The "Parent Approved" and "Best of Babylist" badges represent external endorsements, indicating that the product is recognized and trusted by reputable organizations. # Storyline - The ad opens with the brand name and a limited-time offer, immediately grabbing the viewer's attention and incentivizing them to consider the product. The brand is telling the audience that there is a special deal available. - The ad then presents the core message: "Safety isn't optional. It's our standard." This statement emphasizes the brand's commitment to safety and positions it as a top priority. The brand is telling the audience that safety is a fundamental aspect of their product. - The ad includes a call to action, "Buy a can of our USDA Organic infant formula and get one free," which encourages immediate purchase. The brand is telling the audience to take advantage of the offer and try their product. - The ad showcases various awards and certifications, such as "Parent Approved" and "Best of Babylist," to build trust and credibility. External sources are telling the audience that the product is recognized and approved by reputable organizations.