Emulait Launches Innovative Baby Bottle with Parent-Focussed Global Campaign from B-Reel

Parent-first baby brand startup Emulait is introducing its flagship product to the European market, the world’s first biomimetic baby bottle, with a global social media campaign called “Born for now”.

The creative campaign was devised by creative agency B-Reel with the aim of giving parents a sense of freedom and confidence when it comes to the experience of feeding their babies, and to encourage everyone to get involved, including mums, dads, partners, grandparents, co-parents, aunts, uncles and siblings.

At its heart are two films shot in cinematic style, highlighting the ways that Emulait’s innovative design replicates a mother’s breast. It’s a bottle designed by nature and backed by science. From shape, colour, elasticity and texture, every single detail has been carefully researched, engineered and crafted to make feeding feel as natural as possible.

“Latch on to Something Big” showcases the bottle’s unique design, and moves over every small detail of skin-like texture before landing on the nipple. A powerful voice over describes freedom of choice as the most beautiful thing there is and is sweetly contrasted by the intimate sounds of a baby feeding calmly, before ending with the tagline “Born for now”.

The playful second film, “Proud to be a replica”, uses Meta’s censorship rules to entertain the audience, with a witty voiceover protesting as the bottle’s nipple and areola become blurred and censored.

In addition to the films, the campaign features still images of parents sharing intimate moments with their babies, shot by director and photographer Jessica Sidenros. The campaign breaks across social media.

Shilo Ben Zeev, founder and chief executive of Emulait, said, “Technology and innovation have disrupted almost every aspect of humanity and up until now parenthood has been held to a different standard, as if it’s too important to change. Now we’re bringing innovation into the most natural thing in the world, using tech to help parents be more human.”

Petra Albrektsson, executive creative director of B-Reel, said, “This campaign shifts the focus from what ads in this category usually look like – the baby in close-up with the parents literally cut out of the picture. We wanted to create a parent-first focus where we show the entire feeding situation, including parents sharing these precious moments with their babies.”

Emulait’s purpose is to make the most of technology to revolutionise early parenthood. The business was founded by chief executive Shilo Ben Zeev in 2020 after his wife encountered challenges while breastfeeding their daughter. Ben Zeev decided there had to be a better way.

Ben Zeev created Emulait to close the gap between breast and bottle and bring parents as close to their baby as possible. But it is more than a bottle. The science-based system was developed using data, patented technologies, 3D scanning and FDA-approved medical grade materials, to replicate the mother’s breast – including different skin tones.