SAN FRANCISCO, April 5, 2022 - Willow Innovations, Inc., the company that disrupted the breast pump industry and created the fully in-bra wearable pump category, today announced its new brand campaign, “Register for More,” to ignite conversation about how society supports mothers and advocate for a better way. As part of the campaign and following the successful launch of its new breast pump, Willow Go™ the brand enlisted award-winning comedian, writer, producer, and new mom Iliza Shlesinger to co-create and write its first TV spot and help shed light on the new motherhood experience.
“Pregnancy and parenting are filled with so much well-intentioned advice that doesn’t actually support moms,” said Shlesinger. “Moms deserve better; they deserve empathy and humor. Willow’s team was on board with me satirizing some of the characters in mom’s inner circle. This ad is all about seeing the world from mom’s perspective and bringing some levity to our challenges.”
Written by Shlesinger, the ad depicts an over-the-top baby shower featuring a cast of characters - all developed and portrayed by the comedian herself. Representing the mom’s circle, the characters shower the mom-to-be with love and all the parenting advice that no one asked for. Grandma’s take on breast pumps? Check. Friendly criticism of mom’s back-to-work plan? Check!
“Far too often, new mothers struggle without support, wondering where is that village she was promised? It doesn’t have to be this way. Our ‘Register for More’ campaign offers a better way forward from the judgemental and sometimes absurd experiences of parenting culture,” said Sarah O’Leary, Chief Commercial Officer of Willow Innovations. “Willow was the first brand to challenge convention in the breast-pumping category, and now we’re disrupting the conventional narrative about motherhood to imagine a better world for moms.”
Starting today moms can visit register.onewillow.com to register for the support and tools needed most. The “mom registry” provides shareable resources for mothers and their circle of supporters created by experts and influential moms.
The “Register for More” campaign includes cross-channel integrations that amplify the creative content and conversation across streaming, Facebook, Instagram, TikTok, and YouTube platforms. ONA, a women-driven brand strategy and creative agency, led the campaign creative.
“Willow is an undeniable leader in the femtech industry and, like Willow, ONA is a female-led company that shares their urgency to create an action-oriented conversation about motherhood that delivers solutions,” said Ramonita Smith, Senior Director of Strategy with ONA. “Together, we built a creative concept to demonstrate what Willow stands for, and Iliza brought a comedic voice that is fun and relatable to moms. We are excited to bring to life our shared strategy to change the world and conversation around women and moms.”
Willow Innovations believes mothers deserve a better world and is on a mission to build solutions for moms' most meaningful problems, starting with the breast pump. The creative campaign comes after Willow Innovations unveiledWillow Go, its new, more affordable pump offering more moms the freedom of a completely cord-free, fully in-bra wearable pump with hospital-grade suction. The new Willow Go complements the Willow Gen 3, the first and only in-bra wearable pump offering spillproof mobility.
Visit register.onewillow.comto register for more and join the conversation, and www.onewillow.com to find the right Willow pump for you.
