Brands are verbs, not nouns. They aren’t their logos, color palettes, nor type hierarchies. They are living, breathing experiences that connect people to culture, spark movements, and innervate universal human experiences.
MOTHER VÉRITÉ
With the objective of building brand awareness for Frida’s postpartum care line in the UK market, we leveraged a powerful cultural reality: statues are a reflection of what society values—honoring legacy, power, and historic achievements. In London, women are underrepresented from this landscape of monuments, relegated to representation as public servants or symbols of virtue. Frida—the brand rewriting the language of parenthood—unveiled its first monument putting mothers where they’ve always belonged: on a pedestal. Seven feet tall, Mother Vérité debuted in London outside St. Mary’s Hospital’s iconic Lindo Wing, in a city where only 4% of statues depict women—and even fewer honor motherhood. After the unveiling, she was exhibited during Frieze Art Fair at Portman Square. The sculpture continues Frida’s legacy of cultural disruption—from primetime lactation and C-section visibility to Frida Uncensored—cementing motherhood in the cultural record as something seen and celebrated.
BREAST MILK ICE CREAM
To celebrate the launch of Frida’s 2-in-1 Manual Breast Pump, we tapped into the taboo but universal obsession with liquid gold. From colostrum powders trending in wellness circles to celebs like Kourtney Kardashian and Ashley Graham admitting they’ve tasted their own, curiosity around breast milk is everywhere. Even reality star Paige DeSorbo didn’t shy away from taking a sip of her friend Lindsay Hubbard’s supply on Bravo’s Summer House. Studies show a whopping 70% of women have tried it — and 29% of men want to. After a viral announcement that Frida would be churning that curiosity into ice cream (one that landed the brand everywhere from SNL’s Weekend Update to the entire Late Night TV circuit) Frida teamed up with the ice cream makers at OddFellows to develop a scoop inspired by the real thing. The flavor was oddly familiar– sweet, salty and smooth, with hints of honey. With lines around the block, the limited drop debuted in DUMBO with a popup experience celebrating one of nature’s greatest hits, putting it front and center in the culture.
UNCENSORED CASTING CALL
To both drive awareness to Frida’s women’s health education platform Uncensored, as well as to promote though leadership for our COE, Frida launched a casting call to enlist real women to participate in our efforts to fight media censorship of healthcare education. In honor of International Women’s Day, Frida took over Austin as CEO Chelsea Hirschhorn took the mainstage to call for real women to uncensor their motherhood experiences in the name of better, more accurate women’s health content. 500+ women signed up in the first 48 hours. Three months after a successful SXSW debut, Frida brought its Uncensored Casting Call to London. The response made one thing clear: women’s health censorship isn’t just a U.S. issue—and women everywhere are ready to help rewrite the script.