Brand Strategy / Launch Campaign

An innovative new breast pump with bold branding that finally honors mothers for what they are worth *— war**riors.*

Ask:

Pick a kickstarter campaign and give it the means to be successful.

Client:

Calla is a wearable, discreet, and lightweight breast pump that, most importantly, mimics the natural suckling of a baby.

Challenge:

How do we position Calla and gain the trust of mothers in an already inundated market?

Research Methodologies

Competitive Analysis

1v1 Interviews

Market Research

A lil background on pumps...

All breast pumps on the market, manual or electronic, use technology adapted from the dairy industry. They are cold, vacuum-like contraptions designed to pull and suck at a mother’s teat to extract milk; in turn, causing these powerhouse humans to feel like livestock.

Due to this outdated technology, these breast pumps cause more damage than good..

_{Being a mother is not only mentally but physically taxing.}

Producing breast milk consumes 25% of the body’s energy; the brain only uses 20% by comparison.

Your fluid intake needs to double while breastfeeding. Breast milk is primarily water, so you need to provide enough fluid to hydrate you and make milk.

Breastfeeding burns roughly 500 calories per day, about 200 calories more than pregnancy. So basically you’re getting a workout whenever you breastfeed.

Exclusive pumping can be more draining for moms than exclusive breastfeeding, as there are more steps to take

Yet this is how we communicate to this community...

“There is a lot of pressure even before the baby even gets here...they say ‘breastfeeding is best for the baby, you shouldn’t do formula’”

- Alexa, new mom

“I had my cousin try to convince me NOT to get an epidural because it wasn’t ‘natural’”

-Kori, mom-to-be

“My manager didn’t know how I should enter my time for pumping time. They then decided they had overpaid me and wanted to recoup all of that pay although I was still working and checking emails while I was pumping. My manager and HR person were women, you assume that they would be more tolerant but that's not necessarily the case.”

- Selma, new mom

^{It’s about time that we start honoring mother’s with the respect and acknowledgment like we do professional athletes because...}

INSIGHT

BREASTFEEDING IS AN ENDURANCE SPORT

STRATEGY

CALLA CELEBRATES MOTHERS
AS WE DO ELITE ATHLETES

OOH

Brand Activation

Floor to ceiling tributes to mothers

Testimonials from mothers on breastfeeding and motherhood

A professional photographer to capture portraits of attending mothers

Medals given out to celebrate attending Mothers

Myself
Bella
Hunter
Caitlin
Selma
Taylor Sarlo

ST
ST
XD
AD
CW
AM

Pandora

An innovative new breast pump with bold branding that finally honors mothers for what they are worth — warriors.