New TV campaign – The Milton Mini is a smart answer to an age-old problem

Fox Kalomaski Crossing, the integrated creative communications company, this weekend launches a new TV campaign to introduce the unique Milton Mini portable steriliser for baby soothers.

This is on behalf of brand owners, Laboratoire Rivadis, who are represented in the UK by Ceuta Healthcare Ltd.

The main target audience is mums whose babies already use or will be using soothers but advertising will also target expectant mums in the final trimester of pregnancy who may be thinking for the first time about the need to sterilise baby equipment.

This is a good opportunity for Milton.  By promoting the easy to use and ultra modern-looking Mini, the advertising can not only communicate Milton’s strong credentials in innovation and attractive design, but it can also communicate Milton’s long-standing expertise in effective sterilising.  The main objective is to encourage mums to place the Mini and other Milton products firmly on their ‘must get’ lists.

The Milton Mini is a smart answer to an age-old problem: what do you do when out and about if your baby drops its soother in the dirt or ‘throws its dummy out of the pram’?  The very portable Mini holds a fresh, sterilised soother and will also fully sterilise a dirty soother in a matter of minutes.  The Mini means that mum is never without a clean soother when she needs one.

Robert Thackery, Fox Kalomaski Crossing’s Director of Strategy, explains, “We are delighted to have been given this opportunity to communicate the virtues of a clever, new product that fills an important need for many young parents.  For the first time they can be confident that they can sterilise their babies’ soothers when away from home.  The product is ingeniously simple.  TV is the ideal medium both for the audience and to deliver a suitably simple message.”

Christian Koetzel, Commercial Director of Milton comments, “I am confident that Fox Kalomaski Crossing, with their creative record and their experience in the health and personal care sectors, will have a very positive impact on the success of the Milton Mini.”

Milton with the Milton Method has been a leading name in sterilising baby-related products in the home for over 65 years.  Over that time Milton products have been used by millions of parents, and in homes and hospitals throughout the UK and beyond.