The mailing sent to paediatricians had the shape of a honeycomb with the following teaser on the outside: 'Don't bee zzzzzzcared'. When they opened it, a little bee jumped out, 'scaring' the doctor. On the inside: 'Yoplait honey doesn't bite', with a picture of a baby playing with a bee to show that this yoghurt is totally harmless to babies.The exclusive nutritional qualities of the product are presented in an amusing way. In addition, a special gift was included: a writing pad for doctors to write about the indications of prescribed medicines.

This mailing was sent out to influence doctors. No quantitative results are available, as doctors cannot prescribe this product but simply recommend, and we have no way of measuring whether they do recommend. The paediatricians also do not have a relationship with Yoplait allowing them to give any qualitative feedback.