It became clear that mums looked to family, friends and online communities for advice, and not to a corporate voice. This insight inspired a new Medela brand story and messaging platform specifically for the UK market built around messages of trust, support and choice, and a visual style that speaks to mums in an authentic and understanding way.
When it came to brand activation Medela had to be part of the conversation and connect emotionally with mums. We used real life mums to communicate the emotional benefits of Medela’s products across a print, press, digital and in-store campaign - no models, no scripts.
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