Bond launched through Munchkin.com, TikTok affiliates, and TikTok Shop in June 2025.
Retailer interest followed nine months later, with Walmart planned for November 2026 and Target for February 2027.
16%
of Munchkin.com sales, June to Sept 2025
#1
Top seller on Munchkin.com since launch
+300%
Munchkin.com revenue after six months
9 months
From direct launch to retailer interest
Four films about the people on both sides of the bottle.
MY ROLE & COLLABORATORS
My part in the work.
With Diana Barnes and Vanessa Donely, I developed the creative strategy, campaign expression, and launch system in house.
We led with the product claim, “Milk never touches plastic,” and used the name, soft-touch design, and caregiver stories to give that message warmth.
100%
Developed in house, from idea through launch
In-house
Creative strategy and campaign development
COMPANY
WHY Brands (Munchkin)
PRODUCT
Bond Bottle
YEAR
2025 to 2026
CREATIVE TEAM
Diana Barnes, Chris Harrelson, and Vanessa Donely
SERVICES
Creative strategy, campaign, ecommerce, paid
THE CREATIVE OPPORTUNITY
There was more than one kind of bond here.
The product gave us something clear to talk about. The name gave us somewhere interesting to take it.
Bond’s glass-and-silicone construction gave the campaign its product story. Feeding gave it a human one.
Bonded for life brought those two things together.
Moms, dads, aunts, and grandparents helped tell the story across four films. Different relationships, connected by the closeness of feeding.
PRODUCT AND CAMPAIGN
THE CREATIVE IDEA
Explain the difference. Give people a reason to care.
Film introduced the relationships around the bottle. Paid media, email, product pages, and other launch materials helped explain what made Bond different.
The idea had to hold together whether someone had 30 seconds or was already deciding what to buy.
AI IN PRODUCTION
More ways to tell the product story.
AI tools helped create more than 50 product-focused paid assets.
That gave us more settings and formats to explore while keeping the people and feeding moments real.
The idea across the launch.
Film brought the relationships to life. TikTok, paid media, email, ecommerce and retail carried the product story into everyday encounters.
