2015 Project for Publicis Kaplan Thaler and Similac (Abbott Laboratories) Building a Nurturing Holding Environment-Mother, Babies, Feeding, Food and Formula: Ethnographic report addressed the culture controversies surrounding breast versus bottle feeding and other aspects of the parenting wars. However, the main objective of the research was to reveal how mothers construct a nurturing, supportive social field around their infants. The research also focused on the emotional dimensions and satisfactions of mother-child interactions centering around feeding. The business objective of the research was to provide the Similac brand with a human and humane identity for parents.

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