frida mom

Chelsea Hirschhorn, CEO
Eric Hirschhorn, President
Dan Connors, VP, Marketing
Adrienne Ross, Director, Marketing
Brette Bennett, Brand Manager

Mekanism *Lead Agency

Tor Edwards, Managing Director
Ambika Pai, Chief Strategy Officer
Dayna Uyeda, Strategy Director
Rachelle Avila, Assoc. Comms Strategy Director
Laura Wimer, Executive Creative Director
Rachel Carlson, Creative Director
Katie Bourgeois, Associate Creative Director
Katie Persichilli, Brand Director
Leah McGlone, Project Manager
Zach Fleming , Senior Producer
Jason Harris, Co-Founder & CEO
Kati Haberstock, Head of Production

Horizon Big

To launch frida mom’s new Breast Care line, we needed to introduce a modern narrative about baby-feeding that revealed an unmet need among mothers: Breast Care (mom-centric), alongside breastfeeding (baby-centric). We sought to drive fame, leadership, and sales. Our campaign, “Care for your breasts, not just your baby” disrupted the dated breastfeeding narrative, preparing moms for the realities and encouraging them to care for themselves. The campaign drove 2 billion earned media impressions, a +10% lift in awareness, and Breast Care sales amounted to almost half of total 2021 sales.