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May 22, 2025

How Bobbie Built a Brand Loved by Moms (and Dads) w/ Kim Chappell

40 minutes

In this episode of The Future of Consumer Marketing, Brett Stapper speaks with Kim Chappell, Chief Brand Officer at Bobbie. As the first new infant formula company to enter the US market in eight years, Bobbie has created a beloved brand by addressing a critical gap in the baby nutrition market. Kim shares how Bobbie built remarkable brand loyalty in a heavily regulated and emotionally charged category by leading with authentic storytelling, creating real community connections, and turning marketing challenges into opportunities to drive meaningful change for parents.

Topics Discussed:

Building a trusted brand in a highly regulated and emotionally charged category

Creating a marketing strategy with minimal budget by leveraging authentic community building

Navigating the transition to a fully remote company structure during the pandemic

Managing supply chain disruptions and their impact on brand trust

Balancing premium positioning with transparency about ingredient sourcing

Developing an activist brand voice that resonates with modern parents

Executing impactful experimental marketing campaigns

...more