UK – The femtech brand was initially launched in 2015 with its Kegel trainer, a technology-enabled device that offers a hassle-free way for women to strengthen their pelvic floor and improve their bladder control. Now, the brand is addressing another issue that affects new mothers – breast pumping.
The Elvie Pump can be worn inside a bra and allows women to pump subtly and silently while on the move. True to the brand, the pump is enhanced by technology, allowing women to monitor their milk volume and control the device remotely from a corresponding app.
A campaign coinciding with the product launch looks to reduce the stigma surrounding breast pumping. The tongue-in-cheek music video has sharp lyrics that play on the idea that ‘100% *(ish) of women who breast bump feel like cows’.
With both product and campaign, Elvie is changing the tone of how most brands tackle the new mother experience.