Antoni Jellyhouse Breaks Advertising Rules Again for Katjes and Shows Breastfeeding Mom

Naked skin in public and in advertising is completely accepted – but when a mother breastfeeds her kid in public people wrinkle their noses and complain.

The new poster motif for German sweets manufacturer Katjes by Berlin creative agency antoni Jellyhouse plays with this double standard, opening a new chapter of disruptive advertising which antoni started in January when the „jes! All Veggie“ campaign for Katjes’ all vegetarian (gelatin-free) sweets started, showing the first German testimonial wearing a hijab. The campaign evoked an overwhelming echo in a climate of inclining racial hate and anti-islamic sentiments, followed by a thunderstorm of both positive and negative reactions.

The new motif depicts a model breastfeeding her own baby and is being shown on Germany’s biggest poster space at Berlin Alexanderplatz. The first week of October is national breastfeeding awareness week in Germany.