Johnny Nguyen.
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Sample · Bobbie · 2026

The New Standard

High standards for formula. No double standards for mothers.

The brief
Not a comparison to other formulas — antagonizing other brands isn't the Bobbie way. Talk to the mothers who may never have even considered formula because of the quality. That's our audience. This is real category creation.
My role
Brand platform, campaign concept, script
Still from The New Standard

01 · The treatment

It's about positioning the role Bobbie plays in a mother's life. The support she received — a safe space curated for a judgement-free zone that allows for her to just be human. No performance. No requirements. No other voice but her own. Bobbie is the friend that will sit alone with you in the dark.

02 · Copy direction

  • Separate, don't compare. Speak to those who never considered formula because of the quality.
  • Motherhood isn't a performance. Your baby doesn't need an audience. Your baby needs you.
  • Let the noise be the villain — never another brand.
  • No other voice but her own.

03 · The rewrites

  1. Territory — UnsolicitedCut

    There are a lot of ways to support a new mother. None of these are one of them.

    Names the noise, but stays a reply to it.

  2. Brand platformKept

    Motherhood isn't a performance.

    Not for your mother-in-law. Not for your coworkers. Not for strangers in the grocery store. Not for the internet.

  3. Campaign territory 01Kept

    Everyone has an opinion. Only one person is up at 3 a.m.

    Funny how none of them are there for the 3 a.m. feeding. Feed your baby. Not the noise.

  4. The new standardFinal pick

    High standards for formula. No double standards for mothers.

    Quality and support in one line — and the double standard crossed out on every surface.

04 · The final product

Raise the standard. Lose the double.

05 · The metric

Let's find out together.

10 · The script — sample

0:00–0:15 — The expectations

A mother breastfeeding her newborn. "You're still breastfeeding?" Cut to another mother preparing a bottle. "You're not breastfeeding?" Cut to a mother preparing to return to work. "Already going back?" Cut to a mother pumping at work. "Can't you just stay home?"

0:15–0:35 — The noise

The first year of motherhood unfolds in fragments. A grandmother offering advice. A stranger watching a mother feed her baby. A phone lighting up with unsolicited opinions. "Are you sure that's enough?" "Have you tried breastfeeding longer?" "Shouldn't you cover up?" "Isn't that inconvenient?" The voices begin overlapping. Faster. Louder. Contradictory. Until they're impossible to distinguish.

0:35–0:45 — Silence

Everything stops. A quiet bedroom. A mother holding her baby, feeding them. No commentary. No judgment. Just the two of them. VO: "Everyone has a standard for mothers." A beat. "Funny how there's always two."

0:45–1:00 — The new standard

Close-up of the baby. A mother's hand. A bottle. Bobbie formula. VO: "We believe in high standards for formula. Not double standards for mothers." Cut to warm ivory. RAISE THE STANDARD. LOSE THE DOUBLE. bobbie. The New Standard.

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