Vick and Grey Argentina launch "Tales of Relief," a sensory book for children
In a world increasingly saturated with digital distractions and the relentless pace of modern life, the simple act of comforting a child can feel like an uphill battle. Yet, from the unexpected intersection of storytelling, scent, and a beloved household name, a truly innovative solution has emerged. Vick, in a brilliant collaboration with Grey Argentina, has unveiled "Cuentos del Alivio" – "Tales of Relief" – an initiative that transcends traditional remedies to offer solace through the power of imagination and the evocative magic of scent.
At the heart of this groundbreaking project lies El Olfactoscopio, a short storybook that is far more than just pages and words. Penned by Jó Rivadulla and exquisitely illustrated by Gaby Thiery, the narrative follows the delightful adventures of Vicky N. Ventora, a young inventor, and her loyal canine companion, Beto. Their journey, guided by the whimsical "Olfactoscope," invites young readers to explore the universe through its captivating aromas. But the true genius of El Olfactoscopio isn't just in its charming tale; it's in its revolutionary integration of a multisensory experience.
Working hand-in-hand with Akian Gráfica, Vick and Grey Argentina have pioneered a specialized, segmented lacquer that, when interacted with, releases a signature scent. This isn't merely a novelty; it's a deliberate design choice aimed at transforming moments of discomfort – the sniffles, the coughs, the general malaise of a child feeling unwell – into comforting, even enjoyable, experiences. Imagine a child, perhaps restless with a cold, turning a page and being enveloped by a familiar, soothing aroma. This is the essence of "Tales of Relief": turning a stressful moment into a shared, comforting ritual.
The strategic rollout of this initiative further underscores its thoughtful execution. An influencer campaign, specifically targeting parents of children aged 6 to 12, leveraged the power of digital communities to spread awareness. Encouraging interaction with @vickargentina, the campaign effectively built anticipation and educated parents about the unique benefits of the book. And in a perfectly timed move, the first edition found its way onto the shelves of Farmacity pharmacies, just as the cold season began to cast its shadow.
Martin Mendy, brand director and business leader of the Consumer Goods Unit at Newsan, the company behind Vick Argentina, rightly champions "Tales of Relief" as "a great idea with an impressive production." His observation that the project was "a great learning experience" and "an excellent example of insight applied to a non-traditional execution" speaks volumes. This isn't just about selling a product; it's about understanding a fundamental human need – the desire for comfort and care – and addressing it in an entirely new way.
Joaquin Ares and Mariano Favetto, the general creative directors of Grey Argentina, offer a poignant perspective that resonates deeply. "We all grew up with Vick and that moment of caring between parents and children," they reflect. Their personal experience as parents, grappling with the challenge of administering remedies to a reluctant child, clearly fueled the creative spark. "This book ends the struggle to provide relief and prolongs the moment of care," they assert. The technical hurdles, the "many technical tests until we got the scent right and that it would last as long as necessary," highlight the dedication to perfection that underpins this seemingly simple concept.
"Cuentos del Alivio" is more than just a book; it's a testament to the power of creative collaboration and empathetic design. It's a reminder that true innovation often lies in reimagining familiar experiences, transforming mundane moments into magical ones. In a world that often feels too fast and too harsh, Vick, with its "Tales of Relief," offers a much-needed breath of fresh air – a comforting scent, a captivating story, and a gentle reminder of the enduring power of care.
