Film Promotes Brand’s New Mom Kit
HelloFlo founder and CEO Naama Bloom is back, and this time her target audience is a little older. New moms are now being offered their own subscription service, and this hilarious video touches on some of the areas it covers. Like its predecessors, First Moon Party and Camp Gyno, it features a scarily determined heroine who wants to profit from her own experiences. But in this case, she puts on a musical centering on the indignities of new motherhood, which include everything from cracked nipples to incontinence issues. (Imagine if the teens from the previous spots had grown up). However, the HelloFlo New Mom kit threatens to scupper the whole venture.
According to founder Naama Bloom, the kit was inspired by her own experiences as a new mom. “I had been thinking about it for a while because my second child was a VBAC (vaginal birth after C-section), and I remember being struck by how unfamiliar my body seemed during the recovery. It wasn’t until I was home from the hospital and talking to friends about everything that was going on that I realized they all had the answers but didn’t tell me what to expect. I wanted to do the same thing for recovering moms that HelloFlo does for girls entering puberty — educate them on what to expect so that the transition is easier.”
Thanks to her funny feminine-care product videos, Creativity named Ms. Bloom one of the 50 most creative people in the world in 2014 in the annual Creativity 50.
Ms. Bloom launched the first iteration of the kit last summer, but now three are available, at prices ranging from $34.95 to $79.95. The company has three sponsors on board, all of whom make cameos in the film: Procter & Gamble’s Always, Bamboobies and Luna Bar. (You can see the film’s star munching on a Luna bar, and her backup dancers don Always pads and Bamboobies heart-shaped nursing pads on the outside of their leotards.)
To pen the fim’s script, Ms. Bloom approached a handful of comedy writers and finally decided on a woman named Sara Saedi “because I thought she really understood the sensibility of the brand and the type of story I wanted to tell.” The film was directed by one of Ms. Bloom’s friends from her neighborhood in Brooklyn — “He has kids the same age range as mine,” she said. “Since he’s a dad, he’s been up close and personal with this particular subject matter.”
Outside of the New Mom kits, HelloFlo has also expanded its own site content offerings to include articles about pregnancy by medical professionals. “We hope to continue expanding the content and creating products and services for women at all stages of life,” she said.