P&G:
Pampers
“Better for Baby”
Parents have been putting their trust in Pampers, the diaper brand, for the last 50 years. Decades of product research and improvement have made Pampers the diaper parents swear by – for baby comfort without the leaks. For some reason, along the way, Pampers had stopped connecting with their audience.
They wanted to unlock a more emotional story for the brand, and so, I uncovered a critical insight through hundreds of interviews: Although babies are small, they are powerful agents of change.
And since babies bring out the best in all of us, there is nothing we wouldn’t do to make life better for “baby.” This brand strategy led to the campaign hashtag, #betterforbaby.
Since babies can’t talk, I visited homes, parks, daycares and maternity wards. I met with parents grandparents, siblings, daycare teachers, and nurses. I held, fed and played with babies. The more I listened to people’s stories, one consistent theme that emerged - even though babies are small, they are the most powerful agents of change in the world.
Pampers believes it’s a universal truth that when a baby comes into your life, you want to be a better person for that baby. Babies bring out the best in each of us. They make our lives better. And that’s why there’s nothing we wouldn’t do to make life better for babies.
We created a new film, a lullaby set to “Hush Little Baby,” that is a pledge for everyone to something better for baby. At the end of the film we invite our audience to share how they make life #betterforbaby, creating a social dialogue and calendar around these posts.
Actions over words
As a brand that has supported the happy, healthy development of babies for more than 50 years, Pampers also did its part. The brand donates millions of diapers each year to families in need through Feeding America, partners with UNICEF to help eliminate maternal and newborn tetanus in 15 countries, and supports premature babies and their families with special Pampers preemie diapers and other resources via Graham’s Foundation. With the introduction of this film, Pampers made additional contributions to each of these organizations to make life #betterforbaby.
