Nala is scaling its fight against breastfeeding stigma. The Australian intimates brand has brought back its ‘Sorry To Offend You’ platform, this time with Laura Henshaw front and centre and a new product designed for the messier side of postpartum life.
Launching on 22 October, the campaign introduces the Leakproof Maternity Bra and takes the message to billboards in Melbourne, Sydney and Brisbane. The campaign film, released Thursday night, has quickly gone viral on social media.
Not a polished motherhood ad
The original 2024 campaign with Simone Holtznagel put a breastfeeding mother on Melbourne billboards. This chapter goes further: milk on clothes, feeds that don’t go to plan, boobs with a mind of their own. Henshaw says she found herself worrying whether feeding her baby might offend someone nearby.
“I think as a society, we celebrate pregnant bodies that look a certain way, and then as soon as we’ve had the baby, we’re expected to not look like we’ve had the baby, and it’s so jarring and it can be really overwhelming.”
Nala co-founder Chloe de Winter says the brand didn’t want to stop at one campaign. The pressure Henshaw names is exactly what Nala wants to lift.
Product built from the pain
The Leakproof Maternity Bra is the commercial engine. At $69 AUD, it uses a leakproof layer to draw moisture in and stay dry on the outside. De Winter tested it herself while breastfeeding her second baby, and the brand put it through rounds with dozens of other breastfeeding mothers.
“This product was born out of my own desperation for something better. While breastfeeding my first baby, I was so over breast pads. Disposable or reusable, they can both go to jail.”
Nearly two years of design, refining and testing sit behind the launch.
Why marketers should pay attention
This is not just a cause campaign. It’s a product launch that uses cultural tension as fuel, brand activism with a product attached. Three moves stand out:
- Anchor on an unglamorous pain point. Leaking is real, frequent and rarely addressed in maternity marketing.
- Put a credible voice in the frame. Henshaw shares her own experience, which makes the message specific rather than generic.
- Scale the moment. What started in Melbourne now runs across three cities, with the film built to travel on social.
For performance and brand teams, the takeaway is clear: don’t separate product benefits from brand values. The bra’s leakproof feature is the proof point; the anti-stigma message is the reason to share it.
What to borrow
Find the moment your customer has been told to hide. Name it openly, design a product promise for it, and put a real person at the centre. The polished version might test safe; the truthful one is what people pass along.
