How long will a child be patient in a clinic´s waiting room? Is the pharmacy a suitable place for kids? A health professional: a clown? We had to be careful and serious.

We thought about children and decided to give them some fun.

The idea: to install 'game stations' in unusual recreation spaces and enhance the link between the brand and its users (moms and professionals relaxed).

They were installed in 65 paediatric centres, with educational games, drawing tables, slides... The success inspired us to install joy-islands in pharmacies.A place where entertainment, healthcare and sales could meet every expectation.

We were completely into effectiveness while having a great time. In just one year (March 09 vs March 2010): • 10% more paediatricians recommended our products. • Brand Awareness (mothers) grew by 7% Vital and 13% Nutrilon • The company grew by forty percent (40%) in pharmacies. 100.000 kids demanded, "Mom, take me to the island, I want to drink milk!"