B4baby.com, the parenting information and e-commerce web site,
launches this week, backed by a pounds 1.2m adspend. It aims to stand
out by targeting prospective parents, as well as those with young
A humorous ad campaign, created by AMV Advance, breaks this Friday,
featuring questions framed in the style of ’you always wanted to know,
but were afraid to ask’. Media is by CIA Medianetwork.
The ads will run in a range of lifestyle publications, including Hello,
Cosmopolitan and The Guardian’s Weekend section, as well as the
specialist parenting press.
Angie Moxham, managing director of Le Fevre, which created the launch
PR, said: ’Pre-pregnancy is an increasingly important area; a lot of
women are taking time to decide when to have children and are having
babies when they are older.’
The site, whose web communications strategy will be handled by Unity,
will work with medical experts, including the National Childbirth Trust
and the Health Education Authority, to provide a comprehensive guide to
parenting. Visitors can also e-mail the site’s panel of experts for
The site also includes video guides and an interactive forum area.
B4baby enters an increasingly crowded online parenting market. Rivals
will include babyworld.co.uk and mothercare.com. Webbaby.co.uk recently
announced an advertiser-funded TV show launch for the autumn, which will
be hosted by celebrity new mum Melinda Messenger (Marketing, June
B4baby is backed by venture capital houses Elderstreet and Downing
This article was first published on Marketing