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Frida Mom: Stream of Lactation

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 Frida, the parent company behind Frida Baby and Frida Mom, announced today the launch of Frida Mom Breast Care a comprehensive line of products curated and designed to improve the postpartum breast care experience for women. Frida’s mission has always been to address head-on the raw realities of parenting. The groundbreaking 2019 launch of Frida Mom tackled the transformative physical experience women navigate when recovering from birth - an otherwise neglected or nonexistent category. They are now harnessing that same insight with the new Breast Care line by exposing the pain points associated with breastfeeding - regardless of what stage of that journey women are on. Whether she’s nursing, pumping, weaning, or choosing to never start at all, it’s a delicate emotional and physical journey that women today are uniquely unprepared for. Not anymore. Producing milk, despite society’s portrayal otherwise, has the potential to be a traumatic and uncomfortable introduction to new motherhood during an already delicate time in a woman’s life. The American Academy of Pediatrics encourages women to exclusively breastfeed for the first six months. That introduces an unrivaled pressure to “perform” in spite of those physical discomforts. The reality, however, is that in the United States, less than half of babies are still exclusively breastfed by three months, and by six months that number falls to 25%. New moms are expected to prioritize milk production at the expense of their pain, DIY-ing their way through lactation woes - whether it’s an electric toothbrush to massage out clogged ducts or cabbage leaves to slow the flow. The facts in the US suggest that for most women the pain simply isn’t worth the gain. To date, consumer products have neglected to solve for those realities, until now. Chelsea Hirschhorn, mom of three and CEO of Frida, and her team set out to “un-hack” the hacks by creating a line of products that meaningfully improve archaic You-Tube solutions and prioritize a woman’s comfort above all else - yes, even above making milk. The result? A thoughtfully curated postpartum lactation experience – whether choosing to breastfeed or choosing to not – that for once isn’t eclipsed by what’s best for baby and instead asks - “what’s best for mom?”
Credits Other credits


Managing Director: Tor Edwards

Brand Director: Katie Persichilli

Brand Director: Danielle Sabalvaro

Project Manager: Leah McGlone

Head of Strategy: Ambika Pai

Strategy Director: Dayna Uyeda

Assoc. Comms Strategy Director: Rachelle Avila

Head of Production: Katie Haberstock

Senior Producer: Zach Fleming

Media Agency: Big

John Koenigsberg, General Manager, Big

Taylor Nelson, Growth Partner, Big

Mariel Emery, Growth Associate, Big

Rachel Wallach-Baker, SVP, Video Investment, Horizon Next

Haley Skisak, Director, Video Investment, Horizon Next

Andrea Ornstein, Associate Director, Video Investment, Horizon Next

Jennifer Gatta, VP, Traffic, Horizon Media

Charell Strong, Account Executive, Traffic, Horizon Media


Line Producer: Lisa Cowan

Edit House: Forager TV

Editor: Sophia Lou

Color House: Irving Harvey

Colorist: Matthew Greenberg

Post Sound Finishing: SoundLounge / Justin Kooy

Brand Team: Frida Mom

CEO: Chelsea Hirschhorn

President: Eric Hirschhorn

VP, Marketing: Dan Connors

Director of Marketing: Adrienne Ross

Brand Manager: Brette Bennett

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