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Spectra Synergy Gold Breast Pump
The NEW Synergy Gold electric breast pump offers the most advanced and up-to-date technology in the industry. The SG is the first pump of its kind that allows moms to adjust each side independently! Like all Spectra pumps, the SG is a true closed system, creating a hygienic barrier between outside contaminates and mother’s milk. This advanced technology promotes more productive pumping sessions that can save time with comfort and ease. The LED lamp shines a mild indirect light for breastfeeding in dark rooms and as a sleep lamp.
- Dual controls allow for independent settings on each breast
- Powerful strength for optimal performance
- Ultra quiet for discreet pumping sessions
- Backflow protection to prevent against contamination
- up to 270 mmHg on each side
- Soothing 3 level illumination night light
- Touch screen LCD with timer control and mute mode
- ( 2 ) Years Warranty on pump | 90 days on accessories
SYNERGY GOLD
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SIMPLE STORE
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CARACUPS
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Case Study
Company: Spectra®
THE SITUATION
With record-high numbers of moms going back to work within only 3-6 months following maternity leave, the demand for electric breast pumps is on the rise. The Affordable Care Act’s requirement that private insurers provide moms with free pumps only accelerated what was once considered a niche market. Regardless of the circumstances, moms desire mobility to be on the go while still providing the undeniable benefits of breast milk. Medical device companies are taking notice of this demand, and the market is continuing to become more saturated. Luckily, Spectra is considered a market leader within the breast pump industry. However, emerging brands are rapidly catching up. With a small team and limited resources, Spectra Baby USA proceeded with a complete rebrand in 2021. Spectra’s distribution agreement is organized through the Korean market, and much of the materials are designed and printed overseas. As Senior Brand Manager, I was hired to redesign all materials and refine the overall voice and messaging.
THE PLAN
Let’s face it. Breast pumps are a medical device and often intimidating. It’s not typically the most exciting item on a gifting registry. Still, Spectra is committed to changing the burdensome narrative surrounding pumping. Reliability, flexibility, comfort, support, control, and inclusivity are all key attributes that Spectra stands for. It was our goal to promote this message throughout the entire customer journey.
FOCUS GROUP
Spectra researched competitors’ packaging and branding and decided to proceed with a focus group. We achieved this through partnering with Pumpspotting and organizing an incentivized survey using their robust contact list of current and past pumping moms. The survey included clear images of multiple competitors’ brands and packaging positioned beside Spectra’s boxes (current and potential). Spectra’s new box design received the highest votes confirming the validity and direction of the proposed rebrand.
“How do moms make decisions about which breast pump is right for them?”
201 Responses
7:43 average time spent on survey
66% not the first time nursing or pumping
PACKAGING REDESIGN FEEDBACK
A survey was conducted for 201 respondents with multiple questions surrounding package design and purchasing influences.
FOCUS GROUP COMMENTS
“Clean; focus is on the product. While I didn’t dislike the others, (this) box just seemed more appealing.”
“None of the ladies on the (other) photos look like me. Representation matters!”
“I like the clean and modern look. It looks pretty, sleek, and sophisticated which is what I would expect from any other piece of technology I buy.”