This case study uses the Philippines' history and advocacy environment around breastfeeding and commercial milk formula marketing to understand the worldwide battle for code implementation. The authors explore the market and political  strategies used by the baby food industry to promote and sustain the commercial milk formula market. Results reveal a need for greater vigilance to strengthen breastfeeding protection frameworks. The recent resurgence of breastfeeding is explained as the result of breastfeeding coalitions, advocates, and mothers, and these groups are key to resisting corporate lobbying and sustaining pro-breastfeeding political commitment in the country.