Suavitel, a clothing softener in Latin America, was getting increased pressure from local brands. They needed to drive trial - and do so in a way that reinforced the fact that Suavitel was so gentle it wouldn't irritate a baby's skin.
Knowing moms wash their baby's clothing before it's worn, VMLY&R and Suavitel thought of a simple way for them to try the brand: The Love Tag. So, with no extra effort, Mom can swaddle her baby with a little added love.
Sewn directly into select brands of children's clothing, the special Suavitel-filled tag dissolves in the wash cycle, releasing fabric softener and a gentle scent directly onto the garments.