Britax Cypress® Infant Car Seat with Alpine® Base

Launch Date (ATS): March 2024

“Best Infant Car Seats of 2024 Winners” - Motherhood Loves Community Awards

Managed the development and execution of the go-to-market strategy for new product development of the Britax Cypress infant car seat.

Please note: I do not claim the creation or ownership of the retailer assets (above the fold (ATFs), digital ads), commercial video, photography, and product landing page shown on this page.

Objectives

Introduce the Britax Cypress infant car seat to consumers visiting the direct-to-consumer site (Britax.com) and retailer sites through various marketing channels.
Inform audiences of the Britax Cypress infant car seat's top features to aid prospective and returning consumers in the decision making process when researching and purchasing an infant car seat.
Introduce a high price point (HPP) infant car seat design to the Britax portfolio to be competitive in the market.

cross-functional collaboration

COnsumer profile

First-time expectant parent(s) and Experienced parent(s) growing their family
- Searching for the best infant car seat to keep their baby safe and comfortable
- Wants to purchase from a brand that will provide peace of mind
- Searching for a product that will provide convenience as a new parent
- Prefers a premium seat in both features and design, but not a high price point

Consumer obstacles

Finding infant car seats that meets their needs and wants, but is not affordable.
Finding infant car seats that are affordable, but lacks safety, comfort, ease of use, and style.
First-time expectant parent(s)
- May feel overwhelmed in the decision making process
- Receiving recommendations or being influenced by family, friends, social media, blogs, etc…
- Uninformed; therefore, unsure of what features to look for in an infant car seat and which brand to purchase from

Reasons to believe

ClickTight® Installation

Premium Mélange Fabrics

Three Padded Inserts

Go-To-Market strategy

- Studio Photography
- Lifestyle Photography
- Commercial Video
- Walkaround Video
- How-To Video
- Website
- Above the Fold (ATF)
- Below the Fold (BTF)/Enhanced Content
- Digital Advertisements
- Press Release
- Digital Advertisements
- Social Media