The Brief

Work with a cross-discipline team of agencies and internal staffers to develop a campaign to launch Elvie Pump, the first-ever silent wearable breast pump, and drive users to sign up for the waiting list. Create a massive buzz to last beyond launch day, ideally dubbed the 'iPhone moment' for the breast pump category.


  • Launching a product before it's available to customers; no units for press reviews ahead of launch
  • Pending FDA approval and not covered by insurance
  • Coordinating US / UK launches with different messaging, partners, product availability and goals
  • Announcing five months after our closest competitor - Willow
  • Entering a crowded breast pump market dominated by industry veterans, Medela and Ameda
  • Taboo topic - while breastfeeding is increasingly culturally acceptable, pumping remains a dirty secret