A striking new consumer advertising campaign has been launched by Sunshine Kids – a children’s travel and safety accessories firm – in a bid to boost brand awareness and increase market share in the UK.
Conceived and developed by Kent-based Remedy Creative, and commissioned by Practical Media Services, the creative campaign marks a dramatic shift in approach by Sunshine Kids.
Inspired by the look of vintage Ladybird story books, and using illustrations rather than photography, the ads feature key Sunshine Kids products such as the award-winning Monterey car seat and other car safety and travel accessories.
Sunshine Kids launched the new campaign at the Harrogate Nursery Fair – the nursery industry’s leading annual trade show (22 – 24 March) – and via nursery trade web sites www.nursery-online.com and www.nursery-today.co.uk
Supported by the biggest marketing spend since Sunshine Kids hit the UK seven years ago, the advertising campaign will run for a minimum two-year period across the parenting and automotive press.
Remedy Creative creative director Jonathan Wilcock said: “The distinctive visual approach and language inspired by vintage Ladybird books will help to create a strong brand presence for Sunshine Kids.
“We chose to use illustrations rather than lifestyle or product photography to help them stand out from their competitors.
“In addition, pictures add charm and help to tell a story that would be much more contrived using photography.”
Nick Butler, managing director at Crowborough-based Practical Media Services, who have worked with Sunshine Kids for six years, added: “Sunshine Kids have slowly increased their exposure in the UK over the past few years.
“However, last year the company took the decision to significantly up their game with the intention of grabbing more market share and emphasising their position as a leading company designing, manufacturing and selling child safety travel products worldwide.
“Sunshine Kids tasked us to find a creative agency and Remedy Creative won a three-way pitch. The collaboration has been highly successful and resulted in a stunning, high-impact campaign that will achieve great results.”
For further information on Remedy Creative, contact Lisa Casson on 0845 108 1251 or visit www.remedycreative.com
For information on Practical Media Services, contact Nick Butler on 01892 667314 or visit www.practicalmediaservices.com
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Notes to editor:
Sunshine Kids is a US company with offices worldwide. It sells more than 50 child travel and safety products including car seats and buggy accessories. Visit www.skjp.com
Images of adverts and interviews are available on request.
For press enquiries, contact: Hannah Alland