Launch of a new baby-shoother that prevents cross-bite and later orthodontics and speech-defect. The creative idea is based on a children's picture-book with animals, but the animal-names in the book are spelt incorrectly; all the animals contain the letter "r" in Norwegian, but here the "r" has been replaced with the letter "j". This is a typical mispronunciation if you have a speech-defect. Example: "Rat" (in Norwegian: "Ratte") becomes "Jat" ("Jatte"). In the first 45 days they sold more than 22,000 soothers-more than 15% over expected sales.
Agency: DDB Oslo, Norway.