Traditional Medicinals needed a new campaign for Mother's Milk tea, one of the oldest organic herbal tea blends in their line of 60+ teas. The competitive landscape has changed: pills, cookies, and other forms of lactation assistance are increasingly featured on mom blogs, YouTube, and social. Mother's Milk tea needed a solution to drive awareness and break through the noise.
The approach was simple: Unscripted Authenticity. Moms trust moms. Create an environment where moms can open up about motherhood experiences, the challenging realities of breastfeeding and pumping, and Mother's Milk tea. Then film it. I did craft the campaign tag: The best you can give your baby is you. The best you can give yourself is Mother's Milk tea.
What you won't see in the PR news about this campaign is that it was concepted by two guys—me, Creative Lead, Copy and my partner Ben Roesnthal, Sr. Designer. We wanted to empower women and amplify their voices throughout this production. In addition to having a diverse group of moms, we sought out all-female production teams for this project.