Nestle sets up highway "pit stop" for parents

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SAO PAULO--J. Walter Thompson Co., Sao Paulo, has created a newsummer promotion for Nestle's baby products. A kiosk at a gas station neara busy Sao Paulo highway has been converted into a "pit stop" for parents,in which they can take care of their babies.

The space, designed to cater to up to 200 children a day, has diaper-changing and bathing facilities, and offers free trials of Nestle baby products ranging from soups to cereals. Those who make use of the kiosk also receive a photo of their children and other gifts.

JWT has also set up sampling programs at most Sao Paulo and Rio de Janeirobeaches, involving more than 12,000 products and information leaflets detailing how to take care of children during the summertime will be distributed.

Copyright January 2000, Crain Communications Inc.

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