We “diaperized” the magazine: Allied with the magazine we gave strength to the section Nine Happy Months wrapping it with the real diaper straps making the benefits of the product evident. Moms had to manipulate the straps to read the magazine’s content.

40% of the subscribers spontaneously remembered the execution, and when prompted this statistic rose to 100%. The ad was considered good and/or excellent by 70% and the most outstanding attributes were better adjustment (with 40% and the more elastic straps (with 70%), those which we strived to send out.