LullaBeat

The baby products brand Babysec launches the campaign "Care with Every Beat," introducing the "LullaBeat".

According to studies from the Royal Postgraduate Medical School, a mother's heartbeat is a sound that helps induce more peaceful sleep for babies.

In this context, VML Brazil developed this special pillow for little ones' cribs. Connected to the mother's smartwatch, the product reproduces her heartbeat to help improve babies' sleep.

The campaign focuses on social media. Babysec sent the "LullaBeat" to influencers in the motherhood niche, such as Gabi Luthai, Shantal, Fran Justos, Camila Monteiro, and Laís Vieira.

"When we created the pillows, our goal was to combine creativity, technology, and affection with a product that goes beyond the conventional. Even when mothers are away, babies can continue sleeping peacefully, feeling their mothers' heartbeats," emphasized Victor Castelo and Gabriel Carletti, creative directors at VML.

According to Marina Mizumoto, marketing director at Softys Brazil, the initiative reinforces Babysec's brand purpose, "which goes far beyond ensuring dry and comfortable babies. We feel responsible for increasingly helping families and their babies stay connected and happy, with comfort and safety," concluded the executive.