And this is how it’s done.

Where do I start? First and foremost the product is outstanding. For anyone not familiar with elvie, they are a company that combines tech and physical products to address intimate (and often neglected) issues faced by women throughout their lives.

Until elvie, the breast pump category had been overlooked and under-serviced for basically eternity- with the pumping experience often being compared to a cow being milked- noisy, clunky, lack of mobility. Elvie has completely reimagined the entire experience and but the user firmly back in control.

And then there is the marketing. This is a brilliant example of brand building in action. The first time I watched it I smiled (to be fair, I have smiled every time I watched it). It is utterly refreshing to see Mum's depicted as people that happen to be parents and not just the stereotypical image of a harassed mother. The ad subtly addresses the pain points in the category and then walks the viewer through the product benefits, I feel informed not sold to. This brand knows its audience and how they want to be seen, and I think that they have absolutely nailed it.

Sprowt has no affiliation with Elvie except a love of their products and a deep respect for how they are smashing the conventions of the category at every single opportunity.

If you are a a purpose-driven challenger brand who is looking to stand out and scale get in touch.