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Publicis and infant nutrition brand SMA has launched an advertising campaign for its products and services that aims to smash the category cliché that life for new mums is always perfect.

The campaign highlights the highs and lows of parenting and reassures mums that despite how they may sometimes feel, and however they muddle through, they’re doing great and that SMA with its 90 years of nutritional and baby know-how is there to help.

The strategy has been designed to make the brand stand for something meaningful in the eyes of women. SMA’s long history of working with mums means it genuinely understands them. An ally amidst the chaos, the brand provides mums with reassurance and peace of mind on their feeding decisions, whilst offering a smile for when things get tough.