Suavitel Love Tag

Before your child wears their new clothes for the first time, add a little love to the first wash. We're helping moms remember that Suavitel gives her peace of mind that her child is always swaddled in something gentle. 

  • Close up of a gray child’s t-shirt with a red triangle teeth and googly eyes. The Suavitel heart shaped blue tag is attached, it reads ‘Amor de Mamá desde la primera lavada’
A Little Added Love

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.

  • Six images of stacked children’s clothes all featuring the Suavitel Love Tag
    Each Love Tag is made up of 100 percent water-soluble paper and thread, plus concentrated Suavitel softener.