Tipperary Water deserves accolades for its new breast feeding campaign, which masquerades as an ad for mineral water. Who'd have thought we'd see the day when a breast-feeding mother and baby would be depicted on billboards around the country? The implication in the ad - with the line "Natural Progression" bridging this picture and one of an older children drinking a bottle of the water - is that "natural is best" and that Tipperary Water is as pure and natural to a child as breastmilk.

The only criticism is that the mother in the ad is wearing a dressing gown and is partially naked. While this looks attractive, it gives the impression that you have to strip down to breast feed, which simply isn't true.

Most breast-feeding mothers are fully covered up and attract no attention.