Under the concept " Pats is everything a mom does for her baby, Johnsons baby installed in May as the month the baby, with the action " Give him a Pats World. " The mechanics of the promo is interactive web entering the code of any product line users can participate in the "Game of the Caress", a version of Simon but with laughing babies, which can add points, win instant prizes, and participate aspirational prize: 1 year of free garden.
To bring the action directly to the public activations were performed in the most important selling points of the city (Hypermarket: Carrefour - Wal Mart - Jumbo). Consisted of activities coordinated by specialists, is the kind of action, called for the active participation of the children present in each store.
Thus, four different activities were implemented:
"Patsy's Dream" _ activity with an interactive story where the kids could dress up and be heroes of the story.
"Patsy's Play" _ workshop where the game is meant as an artistic expression, where kids could make collages, experimenting with different materials and take their work home.
"Patsy's Song" _ recreational activity in which kids could have fun playing musical instruments, singing songs and playing games of physical expression.
" Pats is Learning" _ activity in which, through a story where young animals of different species represented, "transmitting a message of tolerance and appreciation of differences.
Each participant was rewarded with a J & J product, and each accompanying parent received a flyer in hand, with which they personally invited him to join and participate in the promo directly interacting with the brand.
Implementations: Pats is Singing, Cuddling is Playing, Cuddling is Dream. 
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