Following the launch of Frutapura, a product which came to replace the former fruit purées from Milupa, it endeavoured to let its consumers know about the new product's characteristics and its new design. This communication should show the target audience that the reason behind the change was to create a healthier product, more fit to comply with the babies' development needs, within a short budget. The mailing should also include a discount coupon.

The mailing consisted of a single piece of paper shows that the image of an apple on the outside as well as a headline which invited the receiver to open it in a specific spot. By pulling the indicated flap, people would be peeling the apple, while revealing the inside image of an open pot of Frutapura. By that we meant to say that Frutapura is as natural as a freshly peeled piece of fruit.

The mailing was sent to the 60.000 mothers on Milupa's CRM program "Mães na Idade dos Porquês", and the discount coupons sent inside the mailing had a redemption rate of 3,5%.