Britax® Phases™ travel system
Launch Date: February 2026
Managed the development and execution of the go-to-market strategy for the Britax Phases travel system.
Please note: I do not claim the creation or ownership of the retailer assets (above the fold, below the fold/enhanced content, digital ads), videos, photography, packaging, point of purchase (POP) and product landing page shown on this page.
Objectives
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Introduce an opening price point product to the Britax portfolio to remain competitive in the market and appeal to a new consumer base.
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Communicate the number one unique selling point: Phases is a multi-stage product that grows with your child from day one and a one box solution for parents.
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Differentiate Phases from other Britax travel systems with its unique infant car seat installation and product compatibility.
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Develop marketing strategies to support in-store product placement at Kohl’s and Target.
cross-functional collaboration
COnsumer profile
First-time expectant parent(s):
Searching for the best infant car seat to keep their baby safe and comfortable, yet is economical.
Searching for a product that will provide convenience as a new parent.
Searching for a product that will eliminate the need to purchase multiple products as their child grows.
Desires to purchase from a brand that will provide peace of mind.
Consumer obstacles
May feel overwhelmed in the decision making process.
Receiving recommendations or being influenced by mutiple sources (family, friends, social media, blogs).
May be unsure of what to purchase: brand, infant car seat vs travel system.
Unable to find a product that offers a budget-friendly solution to fulfill their needs.
Reasons to believe
One System. One Box. From Day One.
Six Ways to Ride with Integrated Prammette
StayTight™ Installation
DuoConnect™: No Adapters Needed
Go-To-Market strategy
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Studio Photography
Lifestyle Photography
Commercial Video
Walkaround Video
How-To Videos
Installation Videos
Product Detail Page
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Above the Fold
Below the Fold/Enhanced Content
Digital Advertisements
Point of Purchase
Carton Litho Labels
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Influencers
Press Release
Digital Advertisements
Organic Social Posts
