In a groundbreaking move, parent-first baby brand startup Emulait is making waves in the European market with the launch of its flagship product—the world’s first biomimetic baby bottle. This revolutionary introduction comes hand in hand with a global social media campaign titled “Born for Now,” masterminded by the creative minds at B-Reel.
The overarching goal of the “Born for Now” campaign is to instill a sense of freedom and confidence in parents during the crucial experience of feeding their babies. The narrative extends an inclusive invitation, urging not only mothers but also fathers, partners, grandparents, co-parents, aunts, uncles, and siblings to participate in this transformative journey.
At the heart of the campaign are two cinematic-style films that vividly showcase how Emulait’s innovative design replicates a mother’s breast. This biomimetic baby bottle, born from the fusion of nature and science, meticulously pays attention to every detail. From shape and color to elasticity and texture, Emulait’s biomimetic bottle is a result of careful research, engineering, and craftsmanship, aiming to make feeding feel as natural as possible.
The first film, titled “Latch on to Something Big,” gracefully unfolds, highlighting the bottle’s unique design. The camera glides over every small detail, emphasizing the skin-like texture before landing on the nipple. A powerful voiceover extols the beauty of freedom of choice, sweetly contrasted by the intimate sounds of a baby feeding calmly. The film culminates with the resonant tagline, “Born for now,” encapsulating the essence of Emulait’s commitment to modern parenting.
The second film, “Proud to be a Replica,” injects a playful element, cleverly utilizing Meta’s censorship rules. With a witty voiceover protesting, the film blurs and censors the bottle’s nipple and areola, creating an entertaining and thought-provoking spectacle.
Complementing these films are still images captured by the talented director and photographer Jessica Sidenros. These visuals portray parents sharing intimate moments with their babies, capturing the essence of the emotional connection fostered by Emulait’s biomimetic baby bottle.
Launched in Sweden in November 2023, the “Born for Now” campaign is a testament to Emulait’s commitment to redefining the landscape of baby care. The campaign breaks across various social media platforms, creating a digital resonance that aligns with the modern, connected parenting experience.
In conclusion, Emulait’s “Born for Now” campaign serves not only as a product introduction but also as a celebration of freedom, choice, and the evolving dynamics of modern parenting. The biomimetic baby bottle stands as a symbol of Emulait’s dedication to crafting innovative solutions that enhance the everyday experiences of parents and babies alike.
