Bauer Media has today announced a major multi-platform transformation for its parenting brand, Bounty, with the launch of a new product review website, a members’ rewards program and a refreshed brand identity.
Through its iconic sample bags, Bounty has been providing trusted information and support to Australian parents and expecting parents for more than 35 years. In this extensive brand expansion and with the launch of BountyParents.com.au, Bounty is now reaching and interacting with parents online as they make their purchasing decisions while seeking authentic advice, reviews and information.
The brand expansion builds on the success of the beautyheaven model, leveraging the power of peer-to-peer product reviews, product trial teams, and a robust and highly engaged membership. It also offers a fresh approach to the industry respected Bounty Baby Awards, while adding to a large portfolio of parenting products, ranging from the Bounty Bags to information books, the annual awards and video.
“Bounty is such a well-known and trusted brand among Australian parents and the health industry,” Bauer Media executive general manager, Sarah-Belle Murphy, said. “Our Bounty bags are endorsed by the Australian Midwives Association and hospital-approved, and the reach is unrivalled – getting into the hands of over 80% of both expectant parents in the first trimester and new parents in the first 48 hours of their baby’s life.
Now, with our digital platform we’ve grown that ability to reach Australia’s broader parenting audience, supporting, advising, informing and engaging across more channels than other parenting brands.”
Fiona Baker, Bounty brand director, said Bounty’s expanded digital business makes perfect sense, with research showing that the vast majority of parents and parents-to-be turn to online reviews and comparison sites before making purchasing decisions.
“We know that expectant parents and mums and dads are hungry for information about all things parenting – and that extends to the products and services they buy for their family,” Baker said. “Not only are they eager to read, listen and watch parenting content, they are also keen to share their own insights and opinions, and highly rate ‘word of mouth’ reviews.
The new website is also a hub for expert advice and information that parents are seeking, with premium content on everything parenting, from the time a woman conceives until her children are well and truly moving through school.”