Barrett Cernis puts emphasis on safety in debut Britax task

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.

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 &

Associates.



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

Mothercare.



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.’



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