Milton to make TV advertising debut for new mini, portable soother steriliser

On-the-go solution

On-the-go solution

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Sterilising specialist, Milton, is launching a month-long television advertising campaign on the 1 September 2013 to raise awareness of the Milton ‘Mini’ Portable Soother Steriliser in the UK.

The TV advert forms part of an integrated marketing campaign to further increase brand awareness and promote the innovative ‘Mini’ soother steriliser.

As well as television advertising, the company is also investing in social media with interactive campaigns and online advertising and PR. This autumn, the TV advertising activities amounts to the largest campaign to date for the Milton brand and plans to reach over one million parents. 

The Milton ‘Mini’ is said to offer a totally unique and original method to safely sterilise soothers in and out of the home, giving parents peace of mind that soothers are 100% clean on demand.

The advert ‘Such a clever little thing’, has been created by Fox Kalomaski Crossing, it is 20 seconds long and is scheduled to run across 16 channels, including:

  • Sky movies
  • Discovery home & health
  • Entertainment television
  • TLC
  • Disney Junior
  • Sky
  • Style
  • Nick Jr
  • Milkshake
  • Cartoonito

With 42 spots a day, and an average of 5.9 OTS, the Milton Mini is expected to be seen by 1.2m mums whose babies already use or will be using soothers, along with expectant mums who may be thinking for the first time about the need to sterilise baby equipment.

Christine Dugendre, brand manager, Milton, said: “This is an exciting time for Milton. We are developing products that meet the needs of today’s modern and busy parents The Milton ‘Mini’ is so easy to use and stylish, and it gives us a great opportunity to show off our credentials for innovatation , great design along with our long-standing expertise in sterilising.”

The Milton Mini Portable Soother Steriliser has been designed for sterilising soothers on the go, and helps to solve that everyday parenting dilemma – what to do with a dropped soother, the company claims.

The, lightweight and watertight design provides a new safe home for a child’s soother that can simply be popped into a handbag or changing bag. In addition, with its useful Velcro strap, it can simply be attached to a pushchair. The Milton Mini Portable Soother Steriliser has a RRP of £6.99 and is available at, Asda, Boots, Babies R Us, John Lewis, Kiddicare, Mothercare, Sainsbury’s and Tesco as well as many independent pharmacies and nursery retailers.