• by Les Luchter , May 17, 2023

Frida, which already markets baby care products under the Frida Baby brand and feminine care products under Frida Mom, has entered the mom-to-be field with Frida Fertility.

A humorous one-minute video launching Tuesday as a paid ad on YouTube and Meta (Facebook, Instagram) features a couple trying to conceive by using such widely disseminated Internet methods as eating lots of pineapple, using a turkey baster, the woman keeping her legs up after insemination, and the man avoiding “tighty whities.”

The tagline: “Trying can be trying.” But, concludes the ad, you can “better your chances” with Frida Fertility.

The campaign is described as the first major project of Majestic Beast, a firm formed earlier this year that declares it’s “not an ad agency” but “a new beast… that brings creatives and filmmakers together to collaborate on assignments.”

Frida Fertility says it’s starting an “holistic marketing platform” aimed at soon-to-be-parents to debunk the myths and misconceptions about baby-making. In addition to the commercial, the campaign includes social influencers, TikTok sharing  “to normalize fertility journeys,” and educational science-backed content in partnership with Dr. Stephanie Thompson, a reproductive endocrinologist and infertility specialist at The Institute for Reproductive Medicine and Science.

Frida Fertility -- to be available from Target, CVS, Amazon and Frida.com -- consists of seven products in three categories:

Preparation, with a Pre-Conception Supplement Set ($49.99), a Female Pre-Conception Supplement ($29.99) and a Male Pre-Conception Supplement ($29.99). "Research shows that supplements with the right nutrients help support egg and sperm health and boost chances of conception," claims the company.

Testing & Tracking, with an Ovulation Prediction Test ($24.99), an Ovulation + Pregnancy Test and Track Set ($39.99), and an Early Detection Pregnancy Test ($9.99).

Conception, consisting of anAt-Home Insemination Set ($49.99).

The latter is said to “comfortably and effectively deliver sperm up to the cervix -- whether you’re a same sex female couple using donor sperm or a heterosexual couple struggling with performance anxiety and looking for an alternate form of insemination.”

“Until now,” Frida said in announcing the new products, "no one brand has offered a comprehensive set of conception support from preparation through insemination to (hopefully) celebration.”

“Our mission at Frida has always been to prepare parents for the unfiltered realities of parenthood, and now, with Frida Fertility, that starts the moment you think about becoming a parent,” said Frida chief executive officer Chelsea Hirschhorn. “Women will no longer be left on an endless internet search for ‘how to get pregnant,’ and can feel supported and informed from the beginning of their conception journey.” 

Frida cites “medical guidance” suggesting that women under 35 “try to conceive for a year before seeing a medical professional, and only one in six women will actually require medical intervention for clinical ‘infertility’ once seeing a doctor. That means the vast majority of women can get pregnant themselves, but they’re on their own for those first 12 months before insurance will even cover an initial fertility consult.”

So now, instead of, let’s say, “taking cough medicine…to better your chances,” Frida Fertility offers what it’s also calling “babymaking, simplified.”