Riley said the outpouring of support highlighted the larger issue at hand: that a sexualized breast meets guidelines on acceptable content, but a lactating one is in violation.
“Ultimately, this isn’t about lactation cookies or breastfeeding. It’s about giving fuel to diverse voices—all of whom are ready and willing to be the change,” she noted, saying she wanted Swehl to drive change on a systemic level.
Milk, cookies and a side of censorship
The controversy comes as marketers who cater to women still report increased scrutiny and sometimes outright censorship of their advertising on certain platforms.
This presents a growing creative challenge for brands, forcing many to grapple with the appropriate level of provocation when confronting taboos.
Recent examples include a now-revised ruling from British advertising regulators to ban a Calvin Klein ad featuring musician FKA Twigs on the basis that it presented her as “a stereotypical sexual object,” even though she said the images made her feel “empowered.”
A similar debate flared up during this year’s Super Bowl. Cosmetics brand NYX and agency McCann New York were forced to make some last-minute changes to an ad starring Cardi B after the NFL rejected the punchline. Critics of the NFL’s decision called it “censorship of the female perspective.”
At the time of writing, Clear Channel had not clarified to Swehl what specific guidelines its ad had violated. Swehl also confirmed it had not received any direct complaints about the campaign. ADWEEK has reached out to Clear Channel for further information.
Swell’s message was simple, if playful and cheeky. It was also aligned with the optimistic, bright, saturated vision of motherhood the startup portrays on its website and social platforms.
Myer explained that this tone, coupled with a focus on the challenges of parenting in the U.S., was part of the brand’s strategy to engage with millennial and Gen Z parents. “We lead with humor, and use bold creative and messaging to bring light, celebration and empowerment to a serious subject to create connections,” she said.
So will the brand shy away from bold creative now it’s spent a week occupying national headlines, or push onwards?
“Absolutely [the latter], yes—you can expect Swehl to keep doing what we do best,” Myers finished.
