Parenting Club Bounty is to launch a national marketing campaign to coincide with its 50th birthday next month.
The campaign, featuring a new brand identity developed by Manchester-based design agency The Behaviours Agency, will run on and offline across the club’s marketing materials throughout the year.

All new expectant mothers receive Bounty marketing materials when they register with their NHS midwifery service.
The creative is based around the inaugural Bounty Friendship Awards, with images and copy about celebrating friendship in its birthday year.
Sue Benson, marketing director at The Behaviours Agency explains: “The challenge was to capture the essence of Bounty’s history whilst uniting all areas of its business by appealing to both businesses and consumers.

All of the 50th anniversary materials have a real celebratory feel to them and the friendship theme is broad enough to work across all audiences.”

Bounty has a number of marketing partners, including a recent deal with Coca Cola to cross-promote Food Standard Agency advice about reducing caffeine intake during pregnancy and the new Diet Coke Caffiene Free variant.