Walmart

Walmart / Lansinoh — Creating a New Retail Category

Challenge: Lansinoh created the first cream to prevent painful CHAFING while breastfeeding. inventing a new category, the lansinoh brand couldn’t gain shelf placement at Walmart as buyers had no established category to place the product.

Action: We approached Walmart HUMAN RESOURCES with a news story of a woman removed from a store for breastfeeding, then proposed a dedicated “Breastfeeding Care” section to support Walmart’s family reputation.

Result: We Secured 10 feet of initial shelf space, expanding to 22 SKUs. The new category grew into a $100M+ global business in 80 countries and made Walmart an instant category leader.

We created the logo, brand identity, color pallet and created the first breastfeeding category at mass retail for Walmart.