NIDO - Nestle: Umbilicar by McCann Santo Domingo

To confront the danger of kids being left alone in hot cars, which directly threatens Nido consumers, the Nestlé powdered milk brand for infants and children, McCann Santo Domingo created Umbilicar, a car safety device that prevents parents from forgetting their children inside vehicles.

The name Umbilicar derives from the association between the simplicity of the device’s functionality and the resemblance to the umbilical cord. The agency worked with expert product designers to produce a low-cost, highly effective analog device that can easily be used by anyone driving a child in a car. The device acts as a second seat belt over the child seat that won’t let drivers leave the vehicle without unbuckling the child seat.

The initiative was a success: in just one week, over 10,000 Umbilicar units were distributed in samplings programs at kinder gardens and schools. Massive press coverage has led to an additional 300,000 units to be under production. Nido’s sales in the Dominican Republic grew 27% during the campaign period.