Sterilising expert Milton invests in TV advertising campaign


Milton, a leading expert in sterilising, has launched a summer television advertising campaign to further raise awareness of its award-winning Milton ‘Mini’ Portable Soother Steriliser. The ad will run for three weeks starting 7 July 2014.

Making a reference to the World Cup, the advert features Milton’s own football hero, the baby, playing with the ball-shaped Milton Mini Portable Soother Steriliser. The ad forms part of an integrated marketing campaign to further increase brand awareness and promote the innovative ‘Mini’ soother steriliser. The ad will run throughout July and August across seven key channels, including Milkshake, Nick Junior, Nick Junior 2, Tiny Pop, Pop, Disney Junior and Cartoonito. The advert also highlights Mini retailers, Boots, Mothercare and Tesco.

The Milton Mini TV ad is expected to be seen by over one million of Milton’s target market; that is to say parents 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.

Milton featured the ad on its YouTube channel last autumn and it has already had over 280,000 views. As well as television advertising, the company is also investing social media with interactive campaigns, online advertising and PR, reaching a further one million parents.

The Milton ‘Mini’ Portable Soother Steriliser offers 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.

Tess Clarke, commercial and marketing manager at Milton, said: “We’ve been inundated with positive feedback from Mums and Dads about our Mini Portable Soother Steriliser. Now with holidays and pleasant weather approaching, we want to raise further awareness, so that more parents can benefit from this practical solution to sterilise soothers on the go.”


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, 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 Boots, Mothercare, Tesco, Superdrug, John Lewis, Ocado and Precious Little One, as well as many independent pharmacies and nursery retailers. Price promotion of £5 at Boots (until August) and Tesco (until 20th July).