Bauer Media overhauls parenting brand Bounty

Publisher Bauer Media has overhauled its parenting brand Bounty, giving the multi-platform product a new review website, a members’ rewards program and new brand identity.

The expansion builds on the existing brand platform of Bounty which provides sample bags with trusted information and support for Australian parents and has done for more than 35 years.

The launch of will now allow the brand to reach and interact with parents online through their purchase decisions and seek advice, reviews and information.

The brand expansion also includes a members’ loyalty program for parents and parents-to-be, offering rewards, exclusive offers and the opportunity to be part of product trial teams, as well as a fresh approach to the Bounty Baby Awards.

Sarah-Belle Murphy, executive general manager at Bauer Media said: “Bounty is such a well-known and trusted brand among Australian parents and the health industry.

“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.

“For our commercial partners, a wide range of highly targeted opportunities are available across platforms to connect brands with this very active audience at key life stages, from pregnancy and birth through every parenting milestone.”

The new Bounty digital business adds to a large portfolio of parenting products ranging from the Bounty Bags to information books, the annual awards and video.

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 Bounty 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 children are well and truly moving through school.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.