We demonstrated the benefit of a good night's sleep for both mom and baby by 'borrowing' the front cover of baby magazine, Living and Loving. Living and Loving are known for their front covers that feature a real mom and their baby that are always happy and smiling. We wanted to show that this isn't always the case, as most times, moms and babies aren't so smiley when they have both been up all night. We therefore created a false front cover that looked exactly the same as their regular front cover, only this time the models on the front were fast asleep. When the false cover was removed, it revealed the real front cover with mom and baby now awake and smiling. An advert was placed next to the real front cover that read was 'Turn bad nights into good ones' displaying the Purity 'Good Nights' range next to it.

The idea was run in the March issue of Living and Loving, which only came off shelf, coinciding with the entry deadline. So definitive results were not yet available. Moms however, have flooded the editor with letters about how much the idea spoke to them. They said when they saw the cover, they weren't sure why the models were sleeping but when they realized it was a Purity advert, they couldn't stop smiling. We have no doubt that with this positive feedback, mothers will think of these products for baby, bringing about brand awareness and increased sales for our client.