Suck it

Brand | GoodStart It’s tough being a parent in a world where every feeding choice comes under scrutiny. Judgment fuels guilt and guilt fuels regret, yet the reality is that millions of parents rely on formula. Whether it’s because breast milk isn’t an option, babies don’t latch, parents are in same-sex partnerships, or mothers have undergone mastectomies, formula is often the only way forward. What matters most is a nourished baby. Suck it for GoodStart is a cheeky, tongue-in-cheek campaign that reclaims “sucking” as a bold, empowering statement. Instead of shame, we spark pride by transforming the everyday act of formula feeding into a rallying cry for parents who want the best start for their child. The campaign normalizes and celebrates formula with confidence, giving parents permission to proudly say: “Suck it. We chose GoodStart.”