Walmart

The Category Didn't Exist. We Built It.

Lansinoh had an intensely loyal following among breastfeeding mothers, but Walmart wouldn't carry it for a very practical reason: there was no maternity or breastfeeding category in which to merchandise it.

Rather than simply trying to sell harder to the buyer, we worked to understand Walmart's world—its family customer, its merchandising model and its desire to be relevant to the everyday needs of those families.

I recognized that breastfeeding mothers weren't a niche audience; they were core Walmart customers whose needs weren't being served in the store. I brought that insight to Walmart HR, using a news story about a mother being removed from a store for breastfeeding to demonstrate the disconnect, then proposed something bigger than carrying Lansinoh: create a dedicated Breastfeeding Care section and make Walmart a leader in supporting new mothers and families.

That changed the conversation from "Where do we put this product?" to "Why aren't we serving this customer?"

Walmart created the category, initially dedicating 10 feet of shelf space and ultimately expanding the assortment to 22 SKUs. Lansinoh grew into a $100M+ global business sold in 80 countries.

The work was relevant because it started with their customer, credible because it solved a real retail problem, and successful because it gave Walmart a business reason to lead.

We didn't just launch a product. We created the aisle.

"First Bond"

Quiet moments. Unspoken language. A series capturing the raw, instinctive connection between mother and newborn — where every glance, hold, and touch tells the story of a bond that begins before words ever could. Photography for Lansinoh maternal care.