- Monday, Mar. 13, 2023
Nearly 40 years after its founding, Lansinohis embarking on a global brand relaunch designed by Baldwin&to spotlight not only its innovative breastfeeding and postpartum products, but also its ongoing fight for change and equality for new moms.
“Stand With the Mothers” launches internationally on March 8 across search, email and social media (Facebook, Instagram, TikTok) and is slated to run through December 2023. It was shot by photographer Bri McDaniel who also served as co-creative director.
“For most new moms, Lansinoh is known as the ‘purple brand,’ trusted and there for them,” explains Group Creative Director Emily Watson.
“Our goal is to elevate that message and bring awareness to the need to build a village where new mothers feel seen, supported, and empowered” adds Jen Matthews, Director of Design at Baldwin&.
That need has never been greater. Lansinoh’s own research with mothers indicates that 95% don’t feel that new moms are sufficiently supported by society. A lack of federal paid leave, quality and affordable childcare resources, and inequitable healthcare continue to place tremendous pressure on new families.
From its very beginning, Lansinoh has been committed to finding ways to build community for breastfeeding moms, offering them the integral help and support they need to achieve their goals.
“For a new mom, there is no more transformational time than the postpartum period. From the time they give birth, running well into that first year of their baby’s life, is a time of profound change, incredible joy, and immense stress. But it is often also so private, moms’ labor and sacrifices go unseen and unappreciated, says Erin Langley, head of the Global Brand Studio for Lansinoh Laboratories. “We want all mothers to know that we see them and are committed to serving them with innovative products that care for their needs.”
About Lansinoh
Lansinoh helps women thrive as they become new mothers. Founded by a breastfeeding mom, Lansinoh has been dedicated to supporting new moms for nearly 40 years. Famous for its award-winning Lanolin Nipple Cream, Lansinoh® offers a comprehensive range of nursing, pumping, and birth preparation and recovery solutions in more than 60 countries. Lansinoh is committed to sustaining future generations and has pledged to become climate neutral by 2030. For more information, please visit Lansinoh.com, or connect with @LansinohUSA on Instagram, Facebook, Pinterest, YouTube and TikTok.
About Baldwin&
Founded in 2009, Baldwin& is a national agency headquartered in Raleigh, NC. We work with an amazing and diverse group of clients, including Zulily, Volvo Trucks, Wolfspeed, Bridgestone Tires, Long John Silver’s and KIOTI Tractor. We believe the world needs brands to make things better. What are our specialties? Advertising. Strategy. Design. Media. Beer. Learn more at baldwinand.com.
Lansinoh
Erin Langley – Head of Global Brand Creative, Sabrina Fox – VP, Global Marketing, Lisa Craven – UK Marketing Manager
Agency – Baldwin&
Director of Design – Jen Matthews, Executive Creative Director - Mitch Bennett, Senior Designer – Jenny Thackam, Group Creative Director - Emily Watson, Director of Strategy – Ashley Yetman, Creative Director of Strategy– Kelly Reed, Group Account Director- Katharine Belloir, Director of Project Management – Tonya Martin
Production Company: Tugboat USA
Co-Creative Director, Director & Photographer: Bri McDaniel, Executive Producer: Jackie Collins, Director of Photography: Aaron Wenck & Toddy Stewart, Casting Director: Mark Aguilar @ East Tenth Casting, Fashion Stylist: Alicia Lombardini, Set Designer: Paola Andrea Ramirez, Makeup Artist: Kyle Sheehan, Hair Stylist: Staci Child
Post Production: TBD Post
Post Producer: Rachel Kichler, Executive Producer: Ron Rendon, Editor: Toddy Stewart, Assistant Editor: Tricia Torley, Colorist: Brandon Thomas, Online Editor: Kagan Durmer, Online Assistant: Stefan Allen, Mixer: Dusty Albertz, Sound Assistant: Kyle Scribner