Cardi B brings the drama to motherhood, too. The GRAMMY Award-winning artist, who is expecting her fourth child, has partnered with Bobbie formula as Chief Confidence Officer to discuss the realities of motherhood, particularly for working moms. One of the key truths she highlights is that not every woman can or wants to breastfeed. For some, including Cardi herself, a hybrid feeding approach is preferred, which means using both breast milk and formula at different times.
The main focus of the campaign is to inform mothers that they have options. Bobbie presents itself as a USDA organic infant formula brand that aims to make a difference through policy advocacy, activism, and charitable contributions. In discussing policy, Cardi B candidly addressed the maternal health crisis in the United States, which disproportionately affects Black and brown women, as well as the issue of inadequate paid family leave.
According to the CDC, Black women are three times as likely to die from pregnancy-related issues as White women. When it comes to Black infants, their rates of death are similar to Black women’s, compared to their white counterparts. Paid family leave is another ongoing battle in the United States.
Bobbie has taken up the mantle of fighting for healthy babies and parents. This is no fete for a wallflower, so it makes sense that Cardi B would be the brand’s mouthpiece. Bobbie is the first baby brand Cardi has ever partnered with, and, going back to the feeding piece, she got candid in a recent interview with Vogue about how she struggled to produce a lot of milk, which made her feel less of a woman.
“I don’t want people thinking that I’m just heading back to work; this is my coping mechanism,” she told Vogue. “I don’t want everybody thinking it’s the same for them, and I don’t want the system to think that because I did it, everyone should. Having your first baby really rocks your world. It is a big deal. And it is hard. And it is life-changing.”
The messaging through Bobbie is empowerment. Do what works for you, as long as your babies are fed, healthy, and happy. To sweeten the deal, Bobbie is offering a buy-one-get-one on Cardi.