WHAT WE DID:We put our packs on the shelves of major supermarkets in the country in a competition one to one versus the formula, and surprised the mothers of our consumers with a "brochure" information so attractive that they themselves had they wanted to buy.

RESULTS:With this activity at the point of sale and supported by a campaign with a solid message and strong, our packaging, brochure informed 2,294,000 women directly about the benefits of breast milk. Additionally, this initiative generated PR and viral effect in the media, which took our idea beyond the shelves, and generated awareness actions in several hospitals, clinics and maternity hospitals across the country.