Setting the scene

Industry-leading breastfeeding and lactation technology brand Medela has been one of Keel’s longest standing clients. In 2021 they asked us to relaunch their Intimate Apparel range of maternity and nursing bras and pumping garments. 

After first entering the category in 2015 and seeing significant year-on-year growth, they wanted to take the range to another level, with a clear focus on the Keep Cool™ technology that helps mums combat overheating and discomfort. Our brief was to help Medela stand out from the competition with a modern, beautiful, benefit-led campaign – and adapt it for more than 20 local markets. 

Defining the who

We set about crafting a campaign narrative that spoke to mums at every stage of their breastfeeding journey – from pregnancy all the way through to pumping and nursing.  

So we went straight to the source, diving deep into the extent of the problems mums face. Our research revealed that 75% of women experience increased body temperature, with 35% even suffering from hot flushes.  

Armed with this insight, we developed campaign messaging that brought Medela’s ‘Science of Care’ brand platform to life. It celebrated their heritage of innovation and the decades of expertise that went into creating their Keep Cool™ technology. 

We made it our mission to give mums across the world a big, bold introduction to Medela Intimate Apparel, with straight, simple language and a bold, striking visual – reaffirming Medela’s position as the authority in the category. 

Proving it

To spotlight Medela’s key points of difference, we developed a two-wave approach to the campaign – each related to a distinct product virtue.  

Wave One announced the launch of our pumping garment range and the benefit that it allows hands-free pumping anytime, anywhere.  

Wave Two then focused on maternity and nursing bras that offer the unique benefit of helping balance body temperature for pregnant and nursing mums.  

We reinforced all stages of the campaign with the clear, concise campaign message: ‘Say hello to super comfy bras that keep you cool,’ while building emotional connections with vibrant, contemporary visuals. We deployed messaging and visuals across each digital touchpoint, from organic posts and display ads to ‘how to’ films and KVs. 

This campaign delivered on every deliverable, connecting mums across the world with the cooling solution they had been crying out for – all from the most trusted brand in the business.