Nido – Umbilicar

In the Dominican Republic an average of 37 children a year die from being left alone in hot cars. To confront this danger, the Nestlé milk brand Nido created a low-cost safety device that prevents parents from forgetting their children. Umbilicar was a huge success: in one week, over 10,000 units were distributed and massive press coverage has led to an additional 300,000 units to be under production. During the campaign period Nido’s sales grew with a stunning 27%.