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The designers unveiled their creation this week as Mam's patented silk teat soother range hit the shelves.

The dummy is making headlines in the baby world as it has been created in partnership with the Foundation of Sudden Infant Deaths (FSID) and follows the organisation's guidelines to promote safe sleep.

Killer Creative claims that the "modestly sized packaging" effectively conveys the safety messages.

Lisa Parkhill, managing director at Mam, said Killer answered the company's difficult brief "brilliantly".

Parkhill said: "They had several important messages to convey, but a very limited amount of space in which to do so. We're extremely pleased with the finished product."

Killer Creative has recently worked on a series of press ads for The Sunday Times Travel Magazine and has created online and print ads for First Choice holidays to Egypt.