Medela AG, the world’s leading supplier of breast pumps and other breastfeeding aids, retained Aspect to build its brand among healthcare professionals and new mothers in Europe and the USA.

 

Medela is a company on a mission. It is the world’s leading supporter of breastfeeding research. Its pumps regularly get the highest marks from mothers around the world for comfort, convenience and quality. Since the 1960s, its pumps have been the most innovative and have set the standard that others struggle to follow.

 

Yet Medela is largely unknown outside a narrow circle of lactation consultants. By definition, its customer pool must be constantly replenished. And the solutions that breastfeeding mothers who also work can draw on are widely unknown among employers and the wider world.

 

Aspect's solution was to develop an outreach programme adapted to the needs of individual countries in Europe and the USA, drawing on tools as varied as business outreach, top-tier media relations, product reviews and celebrity endorsement. The programme, which has been running since early 2006, is showing results. Independent evaluations show that Medela now consistently gets more, and more positive, media coverage than its principal competitors, a reversal of the situation a year ago.