Gap launches campaign with photo of model breastfeeding her baby
Gap posts breastfeeding photo to Instagram
Customers are praising the ad online. Twitter/Gap
Gap just made a smart marketing move to win back customers.
The retailer launched a new collection of comfortable basics, "Love by GapBody," this month. And with it came a new ad campaign that showed a series of women relaxing at home, playing with a dog, and in another image, breastfeeding a baby.
There are two photographs: one of a woman pressing the child close to her, and another of her breastfeeding the child. The latter has been posted on the company's Instagram page but is noticeably absent from its website and Twitter and Facebook profiles.
Gap did not immediately respond to Business Insider's request for comment on this.
The photos are being praised on Instagram.
"Just a mom feeding her baby #NormalizeBreastfeeding I am so happy to shop at a store that supports breastfeeding!!!" one Instagram user commented on the post.
Some breastfeeding ads have not been so well received in the past. In April 2019, personal care company Dove, which is owned by Unilever, had to pull an ad that ran in the UK after it was criticized online. The ad showed a woman breastfeeding and asked the question: "75% say breastfeeding in public is fine. 25% say put them away." Angry customers claimed this was implying that women should feel ashamed to breastfeed in public.
Gap, on the other hand, has struck a chord with its female customers.
"This is so amazing!!!! As a breastfeeding mother, I applaud you guys. Thank you so much for doing this!!! This is so powerful. THANK YOU!!!!" another wrote.
Gap Inc.'s namesake brand has struggled in recent years. Sales have stalled, it announced it would be closing stores over the next three years, and its CEO stepped down this month.
Gap has also been accused of failing to appeal to its shoppers. In January, it launched a new collection of clothing and accessories, called "," with some items costing as much as 8. Business Insider reported that Gap could be at risk of falling into the same trap as J.Crew, which raised its prices and ended up alienating customers.
This new advertising campaign, therefore, comes at an important time for the company.
"I have never shopped at Gap, but I will be purchasing something tonight! This is amazing!" one Instagram commenter wrote.
The company has supported motherhood in the past. In 2019, it launched a short film featuring Liv Tyler and Candice Swanepoel that celebrated motherhood and raised awareness for Every Mother Counts, a nonprofit that helps mothers around the world get access to maternity care.
Video: Bundchen's breastfeeding instagram pic stirs debate
How to Transfer Data Between Two Hard Drives
Knitting Project: Ballerina Socks
4 Ways to Eat Coconut
How to Have a Girls Pamper Night In
HM launches store with more discounts
How I Learned to Give Up the Magnifying Mirror and Accept Getting Older
Flats or Heels: How to Make the Right Decision, by Ashley Madekwe
Low-Calorie Vodka Cocktails
Air Your Dirty Laundry
And a benevolent US Army nurse ministers to a soldier recover in this 1945 work, which seeks to recruit women for a glorious service of mercy
How to Attend a Taping of Wheel of Fortune
5 Totally Satisfying Behind-the-Scenes Facts About The Strangers: Prey at Night
Blood Test May Gauge Death Risk After Surgery