Milton, the leading expert in sterilising, and Mothercare, the leading global retailer of parenting and children’s products, have launched an in-store POS promotional Christmas campaign.
The campaign features eye-catching 3-D pop-up Christmas trees, each of which displays three of Milton’s colourful bauble-shaped Mini Portable Soother Sterilisers; a unique and original method to safely sterilise babies’ soothers in and out of the home.
The Christmas tree displays will be in all 191 Mothercare stores nationwide throughout November and December 2013. Mothercare stores are stocking all three colours of the Mini Portable Soother Sterilisers throughout the campaign, which are available in blue, green and purple. Milton worked closely with Mothercare to ensure the displays have maximum visual impact.
The Mini Portable Soother Sterilisers are part of a new and innovative product range targeting modern parents. Milton has already invested in an integrated marketing campaign to further increase brand awareness and promote the Mini. This includes television advertising, social media and online advertising and PR, which reached over 1.2 million parents this September. The new range is part of a recent rebranding exercise, to give Milton a fresh and contemporary image, whilst still retaining its heritage as the leading home and professional sterilising experts for the past 65 years.
“Showcasing the Mini in situ like this brings it to life, and shows parents how it would look hanging from their pram or change bag,” said Tess Clarke, commercial and marketing manager at Milton “Around 80% of pregnant women go into Mothercare during their first trimester to browse, so this promotional display will really give our brand and product excellent customer awareness as well as boosting sales”.
The trees are branded with the Milton logo and are made of festive green reinforced board with a star at the top. The displays were designed and produced by Redback Design, based in Cambridge.
Milton BabyCare now has a new professional website dedicated to supporting specialist and independent Nursery retailers with the latest products and information and education on baby hygiene. A range of materials including marketing literature, point of sale and in-store displays are available, as well as expert advice from the Milton commercial and technical teams.