Cardi B is using her star power for good as she teams up with organic formula brand, Bobbie, to empower parents, especially Black and Brown mothers, and advocate for parental paid leave.
The soon-to-be mom of four Cardi B is joining forces with Bobbie for its bold new campaign, The B Is for Bobbie. As the brand’s honorary Chief Confidence Officer, Cardi, now affectionately dubbed Cardi Bobbie, is bringing her trademark authenticity to the world of parenting, feeding, and advocacy.
A proud Bobbie mom herself to baby Blossom, Cardi’s partnership focuses on boosting confidence for parents navigating feeding choices while spotlighting the broader structural issues families face, from the U.S. formula shortage to the lack of paid leave and rising maternal-health inequities.
“Parents don’t need side eyes and judgment, they need real talk, real support, and real answers. No one understands this better than the moms at Bobbie. And I’m f*cking proud to join them in this campaign,” says Cardi Bobbie. “As parents, we’re raising the future generation, we’re feeding babies, and we don’t necessarily have all the answers. So we need a boost of confidence and a society that’s got our back with support structures like paid leave and safe births for all parents.”
The collaboration marks the first time Cardi has partnered with a baby brand. Together, she and Bobbie hope to rebuild trust in American-made formulas following the 2022 nationwide shortage. Fans can even dial 732-QQ-CARDI to share their personal parenting stories, which Bobbie’s advocacy arm, Bobbie for Change, will forward to lawmakers. Eight callers will also receive three months of paid leave, mirroring the proposed Family Act benefit.
The campaign arrives as the U.S. faces a worsening maternal-health crisis, one where Black and Brown women are three times more likely to die in childbirth than white women. Without guaranteed national paid leave, many parents struggle to recover physically and emotionally while caring for newborns. Through Bobbie for Change, Cardi and the company are donating $75,000 to long-term partners Paid Leave for All, BirthFUND, and 4Kira4Moms to advance systemic reform.
“Cardi embodies the unapologetic confidence and realness that parents need right now,” said Laura Modi, Bobbie’s co-founder and CEO. “… feeding with confidence is so much more than the quality of your formula—it’s about fighting for the rights that help parents thrive in this country. …”
The campaign’s hero spot features Cardi alongside real Bobbie parents Madison Lecroy, Sophia Roe, Blake McGrath, and Carmen Aub, answering unfiltered parenting questions with zero judgment. The rollout spans streaming, digital, out-of-home placements (including a Times Square billboard), and a New York City experiential activation.
Cardi also keeps Bobbie stocked at home. She proudly fed her third baby with Bobbie Organic Whole Milk Infant Formula, the first, and only, U.S.-manufactured, European-style formula made with premium organic milk, DHA, and choline, all without palm oil or soy allergens.
Photo Credit: Bobbie Instagram
