THE PROBLEM

How to get closer to Millennial mums – who are increasingly moving towards new challengers in the market.

OUR SOLUTION

Medela’s biggest asset is their vast breast milk knowledge, but it was crucial to show they understood modern mums and their lifestyles too. This is where Keel’s strengths in the field of parenting was key: we know mums and what they need across their customer journey. We built on Medela’s new tagline: Mother’s milk, everyday amazing, repositioning them as advocates of mother’s milk. We brought this to life with content that helps mums better understand the value of their milk, encouraging them to breastfeed – and use breast pumps – for longer. And we shifted the spotlight from product to lifestyle, focusing firmly on mums, their babies, and their amazing milk.

Click image to see ebook

SHOWCASING MEDELA’S KNOWLEDGE

Enduring. Valuable. Relevant. The Amazing Science of Mother’s Milk ebook is full of surprising facts, busted myths, GIFs, and Medela’s latest research made simple.

To promote the ebook on social media, we distilled the essence of each chapter into animations, driving mums to the hero content that’s just a click away.

Refreshing Medela’s consumer website with 47 new articles meant they could offer mums the expert knowledge and support they need for every stage of their breastfeeding journey.


EMBRACING MUM’S INDIVIDUALITY

Our most recent campaign steers Medela into bold new territory – by embracing self-care, identity and ‘personhood’ of mums, in a premium, aspirational style.

Key visuals feature beautiful, emotive photography of moments in a mum’s life, and are complemented by social-friendly flatlays placing the pump at the heart of everyday activities.

FOCUSING ON MUM AND BABY, NOT MUM AND PUMP

A different product launch allowed us to – in a first for Medela – celebrate everyday interactions between mum and baby, rather than mum and pump. We summed the up the key product benefit in one simple line, that had the flexibility to be used in different language across global markets.


PROVIDING THE TOOLS FOR SUCCESS

Our global brand guidelines give Medela the freedom to use their new identity and create their own content with confidence.

And to support Medela’s global markets activation of all the assets we created, we supplied comprehensive toolkits explaining the most effective ways to deploy them.

GEMMA SAYS
“My background in parenting journalism taught me that new mums are hungry for trustworthy information – which can be hard to find online! That’s why it was crucial to target mums on the platforms they use every day with quality content.”

Gemma Rollason
Senior Editor at Keel

OUR CLIENT SAYS
“The Keel team brought new insights that helped Medela to reimagine the way we engage with our target audience.”Skye Sanders
Head of Global Brand & Integrated Marketing Communications at Medela

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