Molly Baz, the cookbook author, and her pregnant belly, rhinestone bikini, and breasts will be back up in Times Square, uncensored.
A week after her billboard for lactation cookies was replaced with a more conservative image, Molly Baz’s ad has found a new home thanks to the probiotics supplement and microbiome research brand Seed. The original imagery, featuring the words “Just Add Milk,” will now run alongside a Seed billboard with a message of support for Baz.
The partnership between Seed and Swehl, the breastfeeding start-up behind the cookie campaign, was sparked by social media backlash over the censorship of Baz’s original ad. Despite featuring no nudity, the ad was flagged for review while Times Square billboards regularly display sensual lingerie ads.
Ara Katz, co-chief executive and co-founder of Seed, reached out to Lightyear Media to bring Baz back to Times Square. The company not only agreed to display the ad but also provided additional ad inventory for free, allowing the ad to run more frequently.
The controversy surrounding Baz’s ad has led to a surge in traffic to Swehl’s website, with a 500 percent increase in new users and a doubling of sales on Amazon. Elizabeth Myer, co-founder of Swehl, described the past week as a “wild roller coaster” but expressed gratitude for the support received from Seed and other brands.
The reinstatement of Baz’s ad serves as a reminder of the ongoing challenges faced by women’s health content in advertising. Despite the hurdles, the partnership between Seed and Swehl demonstrates the power of solidarity and the impact of standing up against censorship.
