FRIDA MOM
Stream of Lactation
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Brand Idea
Care for your breasts,
not just your baby.
Unveiling unspoken truths with culture-leading creative that shifts perspectives. The message is clear: Focus on the moms, not the babies. Frida exists to prepare and support moms to care for their breasts’ realities.
Challenge
Launch Frida’s new breast care line and introduce products created for the realities of motherhood, in a culture that glosses over them.
Insight
60% of moms stop breastfeeding before they want to. And the lack of representation around the highs and lows of breastfeeding leaves new moms feeling alone and inadequate in their own experience.
2B
Earned media impressions
+14%
Increase in purchase intent
+10%
Aided awareness
400%
Increase in traffic to Frida.com


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Awards
Cannes Lions
Shortlist, Communication: Film Lion
Effie Awards
Silver, New Product Launch
Webby Awards
Honoree, Best Cause Related Campaign
Webby Awards
Honoree, Health, Wellness & Pharmaceutical