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July 31, 2015
Bugaboo to Moms: The Ad is Fine, Stop It
 
We're paraphrasing, of course.

Bugaboo, a brand that makes high-end buggies (baby strollers) has been facing some backlash from the last ad they posted. The ad featured 23-year-old model Ymre Stiekema walking her baby in one of Bugaboo's $800 stroller. The young model happened to be in a bikini (or a running outfit that looks like a bikini; we've seen plenty of those, too).

Since she's young, pretty, and skinny, some people were not happy. Business Insider grabbed a couple of comments from moms about how "misleading" the ad is, and how none of it reflected their real life.

Interestingly enough, more moms came on Bugaboo's site and defended the young model and Bugaboo's choice of using her. Turns out Stiekema is known to be an active runner, and several of the moms in Ymre's defense said that if they had the body that Ymre did, they would probably do the same.

According to Business Insider, though Bugaboo did not directly respond to the irate moms on Facebook or Instagram, the company released a statement to another magazine stating that Bugaboo's target is active moms, and it is known that Ymre has an active lifestyle. We love how Bugaboo framed Ymre and that the young mom is active and happens to be a model. Classic and true. The brand goes on to say that it supports moms no matter what they dress like or "where they are on their fitness journey."

A very well-written response.

So what's the takeaway? Bugaboo is a high-end brand, so it does need to showcase the whole spectrum of its potential audience. Some of those moms who can afford Bugaboo might just so happen to be models, actresses, and members of high society. Bugaboo knows that, and it shouldn't be a large learning curve for the rest of Bugaboo's target market to know this. Note, too, that Bugaboo didn't apologize. Indeed, for it had nothing to apologize for. 

People are so ready to cast disappointment and criticism that they fail to take a step back and look at the obvious. 

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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