Belgian baby-food brand gets men pregnant

Headshot of Tim Nudd

Men are often a bit lacking in the empathy department when it comes to pregnancy. They just don’t know what their wives and girlfriends go through. In Belgium, a baby-food brand called Nutricia (with help from ad agency Duval Guillaume) is trying to rectify this—via an intriguing, high-tech fat suit (they’re calling it an “empathy suit”) that guys can wear to get a feel for what it’s like to be prego. The suit features a water pump for sudden weight gain, air compressors to restrict movement, a random kick function to simulate baby kicks and remote-controlled heating for added discomfort. Nutricia has been taking it to shopping malls for demonstrations, and the guys who try it on seem to come away with a new respect for their better half. A cool iPhone app accompanies the effort, and physically embodies the notion of empathy. When running the app side by side, two iPhones literally become one, with their adjacent screens functioning as one larger screen.

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: April 11, 2011 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT