Britax appoints Threepipe in bid to remodel as lifestyle brand

Child car seat manufacturer Britax has appointed Threepipe as it seeks to remodel itself as a lifestyle brand.

Britax: wants to be seen as a lifestyle brand
Britax: wants to be seen as a lifestyle brand

The agency was appointed after a four-way pitch process. It will start work in January. Threepipe won the business from Grayling, which will continue to handle European comms for the business.

Threepipe co-founder Jim Hawker said: ‘The brand has changed a lot in the past 18 months – they’ve launched a whole load of new products such as prams and pushchairs, and they are more of a lifestyle brand.’

Hawker added that the brand is looking for new ideas on how to communicate the safety of its products in interesting ways, rather than relying on reports and crash tests.

The initial 12-month brief is worth six figures, and will include social media as well as traditional media.

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