Evolving a consumer brand with a long heritage requires real sensitivity. Milton has stood for cleanliness in homes and hospital for over 100 years. For 65 years it has been a brand leader.

So, giving birth to a new generation of Milton home-sterlisation products, including the innovative Milton Mini, required a delicate touch, together with a real understand of what modern mums and dads really need.

Thankfully, through our relationship with Milton and before then, Mothercare, we have longstanding connections with the babycare sector – as creatives and as parents ourselves.

We asked the agency to rethink the brand image, including the products, the packaging and the website. They’ve given a lot of modernity and emotion back to a tired brand. We are really pleased with the results.

Christine Dugendre