Goal:

Make Calla Breast Pumps the brand mothers can trust because Calla refuses to diminish the experience of motherhood.

The Challenge for Calla: 

Calla is a new breast pump that was launched on Kickstarter last year. It’s a manual pump that uses a suckling motion to more accurately mimic the feeling of a child feeding. But in a saturated market with dozens of products with a similar design, and the global breast pump market expected to grow at an annual growth rate of 8.5% for the next six years, we couldn’t lean on a unique product aspect to sell Calla. Instead, we had to focus on how the brand spoke to the target audience as a way to differentiate this parity product.

But to know how we should speak to mothers, we first needed to fully understand the breastfeeding experience. We conducted 1:1 interviews with moms, scoured online blogs and forums, and took to social media to understand the ins and outs of the breastfeeding experience.

Mothers told us:

• How stressful it is to be the sole provider of food for your child

• How dehumanizing it is to be shoved in a dark, closet-sized room at work for your (barely) 15 minute pump break

• How they were forcing down “all the right foods” in order to make healthy milk for their baby

• How they suffered through the pain of bleeding sores and clogged ducts

• How doing all this while perpetually sleep-deprived almost broke them

Insight:

Breastfeeding is an endurance sport.

The physical demands of breastfeeding are comparable to the training of an elite athlete.

• Breastfeeding burns an extra 500-700 Calories per day (equal to running 4-6 miles)

• It requires you to double your water intake

• It uses 25% of all your available energy, compared to the brain which only uses 20%

Opportunity:

Athletes train day in and day out to perform at their sport. But when competition day comes they’re rewarded with a medal, given a beer at the end of their race, or told to rest for as long as they need to recover. mothers train day in and day out only to be told that what they’re doing is expected, and nothing more than average.

Calla needed to speak to mothers in the same way we speak about athletes: with the power, respect, and acknowledgement they deserve. Because while this breast pump technology may be replicated across other brands, its brand voice can be revolutionary.

Strategy:

Calla celebrates mothers as we do elite athletes. 

We were going to highlight mothers in a powerful OOH and experiential campaign that invited them to celebrate themselves and the breastfeeding experience.