Britax is attempting to beat off threats to its leadership of the
child car-seat market with new advertising that promotes its products as
the safest on sale.
The message will be hammered home in poster and magazine advertising
breaking next month - the first to be produced by Barrett Cernis Delves
& Partners since it was awarded the business in August. The initiative
is the prelude to the brand being taken on to TV for the first time
early next year.
Both the print and TV advertising are based on the image of a baby left
alone in a car-seat in the middle of an empty road. It carries the line:
’Whatever’s down the road, we’ve tested it.’
The ads were art directed by Ray Barrett, written by Andy Imrie and
photographed by John Mac. Media buying is through John Ayling &
Britax claims a 50 per cent share of the pounds 50 million child
car-seat market in the UK, but is coming under increasing pressure from
foreign imports and own-label products from retailers such as
The company’s response has been to capitalise on its rigorous testing
procedures and to promote its high safety record to coincide with rising
demand during the anticipated millennium baby boom.
Justin Cernis, the agency’s managing partner, said: ’A lot of the ads in
this market are indistinguishable from one another. We have tried to
show the potential everyday dangers to babies in cars but in a
thought-provoking and non-threatening way.’