Hipoglos is the leading brand in the anti-rash cream segment, with more than 74% of market share. It's known by 100% of Brazilian mothers, it's synonymous with tradition and quality and has been present in the country for more than 70 years.

But even those mothers, who want the best for their children, have to be absent sometimes. In Brazil, maternity leave lasts between 4 and 6 months. And when mother and child starts to really communicate and understand each other, it's time to go back to work.

Only mothers know how hard it is to leave that connection aside. No matter how caring the nanny is, nothing beats the connection between mother and child.

Studies have proven that there is a relation between the way a baby cries and what he or she is feeling. Based on these studies, we developed a tool that uses other existing technologies as audio recognition to create a device that, just like Hipoglos, helps mothers take care of their babies. The device recognizes the baby's cries and sends a text message to another cell phone with information related to the type of sound (a total of five distinct types) the baby is making.

The technology was distributed directly to mothers through a bag that contained a device, a plush toy (bears, balls and hearts were used) and an instruction manual. In the manual, the consumer was instructed to download the app and sync your phone to your handset.

My Baby's First Text Message is helping to keep the anti-rash cream as market leader in Brazil.

Hipoglos has been with Brazilian families for more than 70 years and the innovative My Baby's

First Text Message technology is contributing to keep the brand in a leadership position, and

make it impossible for the competition to consider it an old product.

The project created a positive impact in Hipoglos sales. The total value added for the brand goes

much further than that. The relationship of confidence that these mothers have for Hipoglos has

strengthened. The project generated many comments online, on Twitter, on blogs, and

programs. One survey showed that Hipoglos is ahead not only in sales, but also in the amount

that Brazilian mothers remember the brand. Reaching a share of mind level from 70% to 78%.