Frida Mom's New Ad Shows Completely Unfiltered Reality of Breastfeeding, and It's About Time
The postpartum recovery line just debuted a commercial that aims to reassure new parents who are coping with the challenges of lactation and breastfeeding that they're not alone.
If after giving birth, you found yourself feeling caught off-guard by the raw nipples, uterine contractions, and painful clogs that come with lactation/breastfeeding, you're far from alone. And Frida Mom is determined to reassure you of that with an ad campaign tied to their new Breast Care line.
Entitled "Stream of Lactation," the video aims to normalize the breastfeeding journey by touching on a variety of universal lactation challenges—from massaging out clogged ducts with an electric toothbrush to feeling like your breast pump is talking to you. The video features real, postpartum women all doing their best to nurture their babies (and themselves) through this emotional time.
Chelsea Hirschhorn, the CEO of Frida and a mom of three kids, explains the inspiration behind the clip: "The reality is that women are unprepared and blindsided by the physicality of lactation/breastfeeding. No one tells you that it can be as painful as your vaginal recovery. The anthem video is a universal depiction of the realities that women and their breasts—breastfeeding or not—go through postpartum."
Hirschhorn says the goal was to show new parents are not alone in what they go through—and that "Frida Mom is here to prepare and support them."
To that end, the ad debuts Frida Mom's Breast Care line, meant to improve the postpartum breast care experience by addressing physical discomforts that crop up when you're lactating/breastfeeding. Products include:
- An adjustable nursing pillow to customize the lap-to-latch experience based on body type and baby's age.
- A 2-in-1 lactation massager that combines heat and vibration to eliminate clogged ducts.
- An instant heat breast warmer that doesn't require a microwave.
- Breast masks for lactation, engorgement, and hydration.
- Postpartum gummies for lactation.
The line and campaign are an obvious extension of what the company set out to do when they first launched Frida Mom in 2019. At the time, Hirschhorn told Parents.com that ultimately, society can make postpartum recovery even better for new moms by encouraging women to "feel safe in sharing the realities of their experiences, totally free from judgment. Knowledge is confidence, and confidence during that delicate stage of new parenthood can mean the difference between a good experience and a debilitating and isolating experience."