Britax Römer

Product launch


For decades, Britax Römer has played a significant role in the development of safety standards for children in cars, allowing families to travel freely without having to worry about their little ones' safety. 2016 is

a special year for Britax Römer – not only is the child car seat manufacturer celebrating 50 years of child safety, it is also launching the BABY-SAFE i-SIZE baby car seat. The BABY-SAFE i-SIZE is the first Britax Römer

child car seat to meet the latest standards of the EU safety regulation ECE R129. Panama developed an international campaign and a comprehensive new communication concept for this latest addition to the range.

Idea and Implementation

Under the banner of "Life is a journey", the product campaign for the new baby car seat uses emotional Polaroid images to portray the

special early moments of a newborn's journey through life, starting with the first exciting drive home from the hospital.

Panama produced and designed a key visual, POS materials, give-ways and an image video lasting just under 1 minute.

A range of materials was also produced to explain the new i-Size regulation and communicate it clearly to parents.

These included an i-SIZE explanatory customer video and a training film illustrating all the functions and special features of the BABY-SAFE i-SIZE.

The main target group for the campaign was parents expecting their first child, to provide them with a clear and understandable explanation of these safety issues.


The BABY-SAFE i-SIZE has been available in stores since 1 October and is ready for its first big adventure.

The sales launch of the new baby car seat clearly shows that Britax Römer and Panama are continuing their shared journey, to implement many more successful projects in future.