In a departure from traditional advertising, Traditional Medicinals introduces “Mom Knows Best,” an unscripted commercial showcasing the authentic stories of mothers who relied on Organic Mother’s Milk Tea during their breastfeeding journey.
The commercial, titled ‘Mom Knows Best,’ offers a genuine glimpse into the experiences of real mothers who used Mother’s Milk Tea, a staple product in Traditional Medicinals’ lineup. Unlike typical ads, this unscripted approach features no actors or scripted dialogues, but rather heartfelt testimonials from mothers sharing their breastfeeding experiences.
Organic Mother’s Milk Tea, formulated in 1978, has cemented its position as the top lactation tea in the United States. With ingredients like anise and fennel, it draws on traditional European remedies believed to support breastfeeding.
Kristel Corson, Chief Marketing Officer of Traditional Medicinals, emphasizes the campaign’s focus on celebrating the wisdom and resilience of mothers. She explains that “Mom Knows Best” aims to honor the authenticity of motherhood by spotlighting genuine stories and experiences with Organic Mother’s Milk Tea.
This campaign marks a strategic shift for Traditional Medicinals, moving away from product-centric messaging to narrative-driven storytelling. By sharing the real experiences of mothers, the brand hopes to connect with its target audience of prenatal and postnatal mothers on a deeper level.
Renee Brown, Director of Client Services at Guru, the agency behind the campaign, underscores the campaign’s authenticity. Inspired by personal anecdotes from team members, Guru chose to highlight the real experiences of breastfeeding and pumping mothers, ensuring the campaign stayed true to the essence of the product.
The decision to go unscripted proved successful, with mothers’ genuine experiences affirming the tea’s impact and trustworthiness.
The collaboration between Traditional Medicinals and Guru, grounded in mutual trust and understanding, further enriched the campaign. With teams predominantly composed of women, including mothers, there was a shared perspective that resonated deeply with the target audience.
The ‘Mom Knows Best’ campaign launches today across various platforms, including Amazon, online video, connected TV, and paid social channels.
