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Pampers Campaign
Pampers Campaign
BUSINESS PROBLEM
Pampers is the market-leading premium diaper brand, with 44% of the $4 billion North American disposable diaper market. Despite booming international business, P&Gs Pampers brand is experiencing a steady decline in domestic sales. Due to the economic recession, Americans are trading down to subpremium brands, like P&Gs Luvs, Kimberly-Clarks Huggies and private label brands like Targets Up and Ups.
16%
5% 44%
Pampers Huggies Private Label Luvs
35%
CAMPAIGN OBJECTIVES
Improve brand relevance and brand momentum. Pampers has made a name for
itself by building a relationship with new mothers, the same relationship that all diaper companies make. But with the entire categorys messaging all being the same, we must nd a way to stand out in the minds of new parents.
OPPORTUNITY
We looked at the relationship between Pampers and the brands core consumer, moms. Despite what some moms might think, dads are playing a greater role at home, not only helping more with grocery shopping and playing with the kids, but also becoming more inuential in terms of which brands make it into the shopping cart, according to a generational study funded by BabyCenter. And according to Mintel, the number of stayat-home dads has risen dramatically over the past 3 years, and its only going to continue to grow. Despite dads indispensable help at home, no diaper brand has spoken directly to new fathers. The economy has created a unique opportunity for P&G to be the rst to start the conversation with dads.
TARGET
There are 36 million dads whose partner is either expecting, or has a child 2 years or younger. After countless surveys and interviews with new parents, we uncovered four segments of dads. We chose to focus on the Doing their Darndest Dads and In Denial Dads (a combined target of 21.6 million) who want to be better fathers but just need a little nudge. The Doing Their Darndest Dads are looking for a little acknowledgement that they do help out around the house. And the In Denial Dads are seeking social acceptance reinforcement that its okay to be an involved father.
1 3
Do It All Dads
Help mom out whenever they can, whether cooking or changing diapers
In Denial Dads
Refuse to openly talk about parenting, and who do their share but dont really like it
2 4
Defiant Dads
Refuse to help with certain chores, prefer genderdened responsibilities
In Denial
STRATEGY
Pampers is moms partner in getting dad more involved with diaper duty.
Whoever has time off takes the lead. It all evens out in the end. We often tag-team things, like getting him ready for bed, which makes it more fun - more of a family event.
Pampers EXECUTION
In order to help moms get dads more involved with diaper duty, we developed an interactive print campaign to tackle both needs of these new fathers, acknowledgement and social acceptance.Our campaign harnesses two major truths about men: that they often expect some sort of recognition for their favors, and that they will pretty much compete over just about anything. While half of this print will focus on winning over moms, the other half will be for dads, and placed in mens magazines, where no diaper ad has boldly gone before.
Our second ad is a postcard-sized insert, designed like a scoreboard. The back is magnetic, and can easily stick on the refrigerator, while the front is glossy for dry erase markers. Finally, a way for parents to nd out whos really changing more diapers.
Our second print ad for moms tackles one of the most historically di!cult times to get dad to change diapers: the middle of the night. Thats when the wheel of diaper destiny comes in. Moms will tear it out and keep it bedside, so when the baby cries in the middle of the night, instead of arguing about whose turn it is, parents can simply spin the wheel and accept their fate.
PACKAGE REDESIGN
And lets be honest. Perhaps the only thing more embarrassing for a man than buying diapers is buying tampons. Thats why weve cleverly redesigned the Pampers packaging for fathers. Now, instead of walking through the checkout line with diapers, dads appear to be buying things like giant buckets of paint, very loud speakers and really heavy mulch.
MEETING OBJECTIVES
Improving brand relevance and brand momentum
Pampers can reassert its status as the most forward-thinking diaper by opening up a dialogue with both sides of the equation, relating to new parents in relevant, interesting ways.
MEASURING SUCCESS
Marketing budget: $4.7M +4% projected sales increase with target Incremental sales increase of $16.8M ROI: 10.8% Increase in overall household equity Net prot contribution per baby: $204.35
By shaking up a category that has become predictable, Pampers can win back market share from Huggies, Luvs and private-label brands.