In May 2024, hundreds of feet in the air, a 45-foot image of influencer, author and celebrity chef Molly Baz holding lactation cookies over her breasts ascended in New York City’s Times Square. The ad was accompanied by three words: “Just add milk.” But it wasn’t long before the image—an ad for Swehl, the brand on a mission to give women better resources throughout pregnancy, postpartum and beyond—was flagged and removed. Despite the ad later being reinstated, the backlash to the censorship led to even more advocacy and reach than if their original billboard maintained its full run. The would-be crisis became a PR triumph.
