Not Just a Pump

the story

Many people don’t trust ads anymore, and even more people trust the wrong ones. But in our fluff-filled landscape of Facetuned perfection and manufactured pump FOMO, Medela has a rare, solid foundation to stand on: facts. Like 11.8% more milk. Clinically-proven comfort. And actual backing from hospitals.

Moreover, breastfeeding, and all of the physical and emotional drain that comes with it, has profound effects on moms’ mental and emotional health. That’s why Medela has been obsessed with every detail of product performance, because they know it matters to moms – physically, mentally AND emotionally. 

SOCIALDEVIANT was tasked with developing a bold campaign that would reverse prior perception of Pump in Style®, regain our leadership stance, and successfully launch Pump in Style® Pro+ / Pro+ Hands-free. To bring this to life creatively, we focused on a core truth that comes from decades of listening to moms: no one knows moms—and what matters most to them in a pump—better than Medela. Where others focus on dialing up the lofty promises and the bells and whistles, we focus on the science that offers real assurance and peace of mind.

Our campaign, “Not Just a Pump” successfully highlights the tangible, science-backed features of the new Pump in Style® Pro+ Hands-free (rechargeable battery, hands-free collection cups, 16 levels) with an emotional spin: “It’s not just a pump. It’s a partner.”