Lansinoh Baldwin& Stands with the Mothers

Agency: Baldwin&


New brand vision highlights mission to support new moms with products and support to make every birthing person’s journey easier.

Raleigh, N.C., March 13, 2023— Nearly 40 years after its founding, Lansinoh is embarking on a global brand relaunch designed by Baldwin&to spotlight not only its innovative breastfeeding and postpartum products, but also its ongoing fight for change and equality for new moms.

“Stand With the Mothers” launches internationally on March 8 across search, email and social media (Facebook, Instagram, TikTok) and is slated to run through December 2023. It was shot by photographer Bri McDaniel who also served as co-creative director.

“For most new moms, Lansinoh is known as the ‘purple brand,’ trusted and there for them,” explains Group Creative Director Emily Watson.

“Our goal is to elevate that message and bring awareness to the need to build a village where new mothers feel seen, supported, and empowered” adds Jen Matthews, Director of Design at Baldwin&.

That need has never been greater. Lansinoh’s own research with mothers indicates that 95% don’t feel that new moms are sufficiently supported by society. A lack of federal paid leave, quality and affordable childcare resources, and inequitable healthcare continue to place tremendous pressure on new families.

From its very beginning, Lansinoh has been committed to finding ways to build community for breastfeeding moms, offering them the integral help and support they need to achieve their goals.

“For a new mom, there is no more transformational time than the postpartum period. From the time they give birth, running well into that first year of their baby’s life, is a time of profound change, incredible joy, and immense stress. But it is often also so private, moms’ labor and sacrifices go unseen and unappreciated, says Erin Langley, head of the Global Brand Studio for Lansinoh Laboratories. “We want all mothers to know that we see them and are committed to serving them with innovative products that care for their needs.”

This professional campaign titled 'Lansinoh Baldwin& Stands with the Mothers' was published on March 15, 2023. It was created by ad agency: Baldwin&. This Content, Digital, and Film media campaign is related to the Health industry and contains 4 media assets. It was submitted 12 months ago by Lynne Collins.



Erin Langley – Head of Global Brand Creative

Sabrina Fox – VP, Global Marketing

Lisa Craven – UK Marketing Manager


Agency – Baldwin&

Director of Design – Jen Matthews

Executive Creative Director - Mitch Bennett
Senior Designer – Jenny Thackam

Group Creative Director - Emily Watson

Director of Strategy – Ashley Yetman

Creative Director of Strategy– Kelly Reed

Group Account Director- Katharine Belloir

Director of Project Management – Tonya Martin


Production Company: Tugboat USA
Co-Creative Director, Director & Photographer: Bri McDaniel
Executive Producer: Jackie Collins
Director of Photography: Aaron Wenck & Toddy Stewart
Casting Director: Mark Aguilar @ East Tenth Casting
Fashion Stylist: Alicia Lombardini
Set Designer: Paola Andrea Ramirez
Makeup Artist: Kyle Sheehan
Hair Stylist: Staci ChildPost Production: TBD Post
Post Producer: Rachel Kichler
Executive Producer: Ron Rendon
Editor: Toddy Stewart
Assistant Editor: Tricia Torley
Colorist: Brandon Thomas
Online Editor: Kagan Durmer
Online Assistant: Stefan Allen
Mixer: Dusty Albertz
Sound Assistant: Kyle Scribner

About Lansinoh

Lansinoh helps women thrive as they become new mothers. Founded by a breastfeeding mom, Lansinoh has been dedicated to supporting new moms for nearly 40 years. Famous for its award-winning Lanolin Nipple Cream, Lansinoh® offers a comprehensive range of nursing, pumping, and birth preparation and recovery solutions in more than 60 countries. Lansinoh is committed to sustaining future generations and has pledged to become climate neutral by 2030. For more information, please visit, or connect with @LansinohUSA on Instagram, Facebook, Pinterest, YouTube and TikTok.


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