For women, it is easy. They cannot help but be hyper-aware of all the changes happening inside their body. However, fathers-to-be need help to visualise the baby if they are to be engaged, which is why we gave away a Belly Window Augmented Reality T-shirt with every can of Frisomum.

In conjunction with the Friso website, it allowed dad a view of what was happening inside his partner's body. Couples simply entered their conception date into the website once. The computer’s webcam captured the graphic marker on the t-shirt and projected a virtual baby that literally talked dad (and mum) through every stage of pregnancy. It even made suggestions on how dad could help mum deal with the typical discomforts like nausea and swollen legs. Based on the conception date, the virtual baby grew to reflect the real one inside mum’s belly. All for the cost of USD 2 per t-shirt.

The first run of 10,000 t-shirts (along with the 10,000 cans of Frisomum they were attached to) were bought up within 3 weeks. That’s over a thousand cans more than Friso’s monthly sales target. The client is now considering a second run. Each couple spent an average of 20 hours with the virtual baby and once reluctant fathers became engaged, willing partners in the pregnancy. On top of that, the virtual baby was seen by at least 4 times the number of couples who brought home the t-shirt, thanks to a ‘share video’ function within the Friso website.