They've set themselves an impossible task, there. They're ditching the slogan because they want breastfeeding to be seen as the norm? Fair enough, but the very act of campaigning for breastfeeding immediately puts it back on this pedestal.
The only way around this is to stop being pro-breastfeeding, and start being anti-formula. "Formula for Misery" or the blunt effectiveness as "Bad mothers choose Formula" might work. Otherwise I'd suggest a billboard campaign with the strapline 'Suck On This' accompanied by a looming 20ft close up photo of a breast.
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