About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality,
leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®,
Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®,
Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community
includes operations in approximately 70 countries worldwide. Please visit https://www.pg.com/
for the latest news and information about P&G and its brands.

There are 36 million dads whose partner are either expecting or has a child 2 years or younger.
After countless surveys and interviews with new parents, We uncovered 4 segments of dads. We
choose to focus on the Doing their Darndest Dads and In Denial Dads (a combined target of 21.6
million) who want to 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 it’s okay to be an involved father.

Trojan Horse Secret Plan: Our Campaign is unique because it uses what we call a “Trojan Horse”
technique. From the outset, it appears as if we are targeting dads. And we are. But we know
that so doing so we will win over the millions of moms as well. After all, 86% of moms say they
favor brands that encourage dad’s involvement. While we win over influence with dads, we will
also be reinforcing the influence of Pampers in the minds of their loyal core consumers: moms.