Term Project Assignment

MKT 618 – Spring 2020

Section A

Data Sheet

Team Name: The brownes and Hairies

Names & Student IDs

Zohaib Uddin – 18840

Syed Sajid Ali – 22917

Kashif Latif - 20338

Selected Brand: Pampers

Title of the Campaign: Dads Can Change

Advertising Agency: Adcom Leo Burnett

Media Agency: Brainchild Communications

Other Agencies:

Production: Seeme Productions

Section B
The Brand - Pampers
Pampers is a baby care brand of Procter & Gamble (P&G). It is a diapers brand and
considered the high-quality brand of diapers in Pakistan. Pampers was introduced in
international market by P&G in the year 1961 and it was introduced in Pakistan in the year
2000.

Pampers Brand Personality

 Caring
 Reliable
 Perfect

Pampers Market Standing

Pampers is considered as the leader of the diapers category in Pakistan. Using Pampers for
parents is like giving premium care to their child. Pampers has always been leader in
introducing innovation in its products. The soft-gel technology was introduced by Pampers
in Pakistan when others were selling cotton diapers.

Advertising Agency – Campaign Dads Can Change

Adcom Leo Burnett
Adcom (Private) Limited was established in 1965 by Mr. S.M.Akhlaq. 47 years later, it has
evolved into one of the largest and fastest growing advertising agencies of Pakistan. The
agency has been recognized by several awards due to its award winning campaigns. It has
been working for country’s prominent blue-chip clients.

Media Agency – Campaign Dads Can Change

Brainchild Communications
Brainchild was founded in the year 1997. It is a country’s premier media buying agency.
Company has been further offering services in content production, data & analytics,
website, app & game development, IMC Strategy and BTL activities.
Creative Brief
About Company
Procter & Gamble Pakistan is a Pakistani consumer goods company which is a subsidiary of American
multinational company Procter & Gamble. It is based in Karachi, Pakistan. The company is operating
in fabric care, baby care, hair care, feminine care, beauty and personal care, oral care and healthcare
sectors in Pakistan

About Brand
Pampers is a baby care brand of Procter & Gamble (P&G). It is a diapers brand and considered the
high-quality brand of diapers in Pakistan. Pampers was introduced in international market by P&G in
the year 1961 and it was introduced in Pakistan in the year 2000.

Objective
To change the attitude of the fathers and making them realize that taking care of kids is not just the
responsibility of a mothers. The idea to be backed by a father changing baby’s diapers in the ad.

Target
 Men
 25-40 YO
 From SEC A+, A-, B+, B-
 Executive/ Middle-level jobs, personal businesses
 Married couples with 0-3 YO (or able to born) babies
 Positive, Open for new things, Supportive
 Health and quality conscious, tries to choose best things
 Prefers safety & quality over price
 Loyal to reputed brand due to product innovation
 Believes that taking care of kids is responsibility of mothers only

Appeal
Emotional – Personal

Brand Voice
Compelling/Understand (As TG can shift towards attitude change if they are persuaded with
storytelling)

Core Selling Point

Showing how simple it is to change a Pampers Pants

Mediums
TV, Social Media, Online Blogs, BTL
Section C
The campaigns of competing brands that were reviewed before writing this section
included:

1. Brand: Molfix
Campaign: 3D system technology

2. Brand: Canbebe
Campaign: Maa Ka Sahara

Segmentation/Targeting/Positioning
Pampers brand which has been targeting
mothers since 2 decades has in this campaign of
Dads Can Change has targeted new fathers or
fathers who have babies of an age of wearing
diapers i.e. the age of their last baby can be upto
2.5 to 3 years. The campaign carries a message
for the fathers who prefer not to support their
wives in taking care of the babies, due to the
commonly accepted norm of the society that
Fathers are the bread winners of the family,
whereas their wives also focus on their career by
doing a job, taking care of the husbands and individually taking care of the kids too. Though
this TG is very broad so a clear understanding is given in the segmentation metrics below.

Demographic Segmentation
Age 25 – 40
Gender Males
Income SEC A+, A-, B+, B-
Occupation Executive/ Middle-level jobs, personal businesses
Location Urban regions
Family Situation Married couples with 0-3 YO (or able to born) babies
Education Min. Intermediate or more
Psychographic Segmentation
Personality Traits People with Conscientiousness and Agreeableness
Values Dependable, Committed, Loyal, Efficient, Caretakers
Attitudes Positive, Open for new things, Supportive
Interests Struggling to flourish more, self-development
 Lifestyles Health and quality conscious, tries to choose best
things
Motivations Desire for success, togetherness, prosperous life
Priorities Safety & quality over price
Behavioral Segmentation
Usage Frequency Can be pack or unit buyers
Brand Loyalty Loyal to reputed brand due to product innovation
Geographic Segmentation
Region Urban
Climate Humid (prefers gel-technology to avoid baby rash)

Campaign’s Bulls-Eye Core TG

The campaign’s bulls-eye core target group is the educated/uneducated moderate new
fathers, aged between 25 to 40 years, living in the urban region, may allow their spouses to
work, are not extremists in any believes, can accept the change and can challenge the
society’s norms and barriers.

Assumption of Advertiser about Core TG

Pampers Pakistan did a research by asking dads
that whether they would change the diapers of
their babies or would rather do another difficult
task. They asked fathers and made a video on
the subject too. Through the video they
communicated that “Pakistan’s 60% dads
would rather do other difficult tasks than
change their baby’s Pampers”. Link: https://www.youtube.com/watch?v=SskmGFLN3_o

The assumption of the advertiser for the core

TG was the fathers are not really willing to change diapers of their kids and there was no
particular reason for this attitude. Fathers were ready to take their wives for overcrowded
lawn sales but was reluctant to change their diapers. This could have been backed by the
old taboo that kids are the responsibility of mothers only. Another assumption could be
fathers just do not want to get involved in to that procedure as it may look nasty to them.
However, the advertiser has targeted that core TG for whom they believe that there is a
room accepting the change if the message is communicated properly via a campaign that
should clearly demonstrate that changing a diaper isn’t too difficult as it must be perceived
by fathers.
The audience of the ad is indeed appropriate for the product. Fathers so far has been the
buyers of Pampers and mothers have been the decision-makers. They have tried to convey
message that the role of decision-maker can be shared by both father and mother of
choosing Pampers Pants as the diaper brand for their babies.
Positioning

We have grown up watching Pampers ads in which

Pampers diaper was compared to another diaper
by throwing a colored water on both diapers, and
Pampers absorbed all the water as compared to
the other diapers it was compared with. So the prior
positioning of Pampers was portrayed as, “Pakistan
ka sab se khushk diaper” – Pakistan’s driest diaper
brand; which was based on two positioning
elements i.e. the competition and the benefit.
However, in this campaign of Dads Can Change
they have rather worked on different positioning
than the previous one. The essence of the message
was somehow same i.e. happy, healthy and playful
kid but the triggered aspect of positioning was
benefit – not the absorption of the diaper, but the
benefit of ease i.e. how easily the product can be
used even by fathers.
The positioning differs from the previous one as the
motive of this campaign is attitude change. Ad
shows that there’s already a Pampers pack in
father’s home. That means he is already a buyer of
Pampers Pants. But the motive of this campaign was
Attitude Change due to which the positioning
differed from the previous one.
This is indeed an appropriate positioning as fathers deem that changing diaper as a difficult
and messy task. However, the positioning of the campaign has demonstrated that it isn’t
that difficult as the ad shows the whole procedure of changing diaper supported by a soft
storyline.
Message Strategy
The duration of the ad is 2 minutes and 45 seconds. Within
this whole duration the 2 important key messages
communicated that both serve different purpose.
1. Dads Can Change, means dads can start bringing
change in their attitude - of not supporting their
wives while taking care of kids. They can start
bringing this change by initially starting from
changing the diapers. As raising a happy and healthy
kid needs ownership of both parents.
2. Pampers Pants is so easy to use product that people
who would be changing diaper for the first time
would not face any difficulty.
Tremors in Ad-World of Pakistan
PAS Articles
“Pampers breaks through the white noise
by bringing the father into the role of a
primary care giver of a child. The ‘Dads Can
Change’ campaign illustrates how it is not
only a mother’s duty to change a child’s
diaper. The message does have the ease of
use of pampers pants as its central
message in the advertisement. This is an
incredibly bold step the brand has taken,
and it has been widely acclaimed.”
Link: https://pas.org.pk/tremors-in-ad-world-of-pakistan/

Objective of the Campaign

 Breaking the white noise that only a mother is not care-giver to the child, but a father
is also responsible for that.
 Changing the mindset fathers possess that changing diapers is a messy and tough
task. They did so by showing the easy changing procedure of Pamper Pants – by
tearing the used one from the side and putting it off, and putting the new one on to
the baby.
 The campaign does not only wants to persuade dads to change diapers, but its
objective is to change their attitudes. In the ad dad says, “Aaj ehsas hua, iski khatir
main bhi thoda change ho skta hu”; as well as the rhyme includes “Tere liye aaj main
badal jau”.
 To make diapers a high-involvement decision for fathers too, which has yet been this
for mothers only. Through this there will be a shift of fathers from being just buyers
of diapers to decision-makers too.
 To make fathers realize that what a mother goes through while taking care of baby
along working and all, and they (dads) can become a helping hand to them.

Ad shows a very strong emotional bond between the three characters of the ad, as it shows
a working mother is taking care of her kid as well as taking care of home too. Furthermore,
father has been showed playing with kid in three different scenes, and finally in the end he
accepts to change himself as he has realized how much her wife does to manage the
family, kid and her work.

Message Appeal

There are two types of message appeals observed in the ad. Both are of the Emotional
Appeals category.

1. Personal Appeal
 The mother compromising on her own ease and work to take care of the child. In the
end father also agrees to change himself to give better care to his child.
2. Romantic Appeal
Father realizes how much her wife works to manage the house, the office work and
the child and as he agrees and shares with wife that he too will change himself. A
sense of romantic bonding is seen between the couple.

Message Technique

The message technique used in the ad is ‘Slice of Life’, where a real-life problem is shown
i.e. ‘what happens if a baby’s diapers is wet and a father has to change it’. The message tells
the further story by showing how easily can a father replace baby’s diaper if he is using
Pampers Pants.

The campaign is asking its Core TG – Fathers to change their attitudes by nudging the belief
that if a mother has to born a child then it’s also her duty to take care of her. As mentioned,
its telling fathers to support mothers in taking care of the child.

Graphic Strategy
The campaign’s ad has been developed on live action video. There are three actors in the
over-all ad, a father, a mother and a baby son. Artwork carrying graphic element has been
used in the campaign’s supportive artwork i.e. the social media ads/posts, ads for e-
commerce banners, etc.
The elements of the ad and its post-campaign promotional artwork supports the message
and concept of the ad. It even enforces new dads to change their attitude by offering a
month’s supply of diapers for their babies, just by filling a form. They further announces a
figure of 10,000 i.e. the number of dads who joined this campaign and try to develop a base
for other dads to act the same as these 10,000 dads.

Ad shows three different situations captured during three different times all at different
locations.

Scenes View
1. During the lunch hours in the house’s
lounge when the father was playing with
baby. Upon being called for food by the
mother, father hands over baby to mother
telling ‘In ko bhi khaana khila do’ – feed the
baby too, which the kid and mother both do
not appreciate, evident from the face they
make.
 2. During the night at a different location,
when father is playing with baby on a sofa,
while mother has been showed working at
her home work-station. As the baby feels
sleepy, father again hands over baby to
mother telling “Is ko nend arhi hai, sula do
yaar” – he’s sleepy, please make him sleep.
Again the mother is not so happy about
father’s attitude.
3. During the day time in the bed room when
the mother leaves for her tailor telling father
to take care of baby and just after that baby
start crying and needed a diaper change.
Father after trying different attempts
realizes the problem and changes baby’s
diaper. They both play together and then
baby falls asleep. Mother is shown surprised
to see all this and father tells her, “Aaj
ehsaas hua iski khatir main bhi change ho
sakta hu” – I have realized this today that I
too can change for the baby.

The ad projects balanced Pampers packaging’s colors in the

ad video including the attire, walls color, colors of toys,
painting on the walls, etc. The colors include different shades
of Green, Red, Yellow and Blue. One can clearly concluded
the reason for the prominent use of these colors.

Furthermore, an effect has further been used on the video to

soften the tone of colors to show a soft image instead a
sharper one, in order to portray the sensitivity of the product.
The ad takes the audience through a ride in which emotions changes as the ad goes on. In
the initial 2 scenes, the ad develops the emotion of helplessness mixed with anger (when
father hands over baby to mother), which in the last scene changes to surprise (when
mother finds out father has changed diaper) and in the end it changes to happiness.
The over-all idea of the campaign is to change the attitude of fathers, i.e. taking care of kids
is not the responsibility of mothers only, and the fathers can change the diapers too, which
actually is a new target audience (fathers) for Pampers.

Brand Strategy/Identity
Pampers was developed by P&G in 1961 and was launched in Pakistan in 2000. P&G lists its
values as Integrity, Leadership, Ownership, Passion for winning and Trust. Dads can Change
campaign of Pampers communicates
Integrity – as ad honestly nudges the stereotype that women are the caregivers of child
and fathers are bread-winners and decision-makers. The message also involved risk of
repulsion by consumers, Ownership - if parents wants to raise a happy & healthy kid, both
would have to take the ownership, and
Trust - building trust that Pampers can ensure to give babies a good sleep so that they can
stay happy, active and playful. It also tries to maintain a trust that changing a diaper isn’t too
hard as it is perceived.

However, the ad communicates all the values of Pampers, i.e.

Best Absorption – as the diaper won’t leak due to its absorbing strength,
Comfort and Skin Protection – as the soft gel technology keeps the diaper dry and keeps
baby’s skin soft and smooth; and a value linked to Pants category only i.e.
Ease – ease of use of Pampers pants while removing or putting it.
The ad also conveys the brand’s essence i.e. Love, Sleep & Play based on the scenes it
shows as the baby is shown playing and sleeping with his diaper on and parents loving him
by promising to participate equally.
These values must be consistent in the longer-run, very important to address and resonant
enough to reach a larger number of audience; but yet it has a long way to go to break the
stereotype. Men may not tend to put themselves into the situation of changing baby’s
diapers until they are in the situation that they have no other option left; and that is what
even the ad shows. Father changed the diaper as his wife left to see tailor and he was heard
telling his kid while, he started crying, “Oh no no no, abhi kyun ro parrey yar” – Oh no no no
why have you started crying now.

Copy & Graphics Supporting the Values:

The ad and its copy tells the audience a touching and linear story in which, the starting 2
scenes are in contrary to the brand values, but this is where the creative geniuses are
making a ground i.e. how the fathers usually are. In the last scene, which is the longest and
the actual message supports the mentioned values when the dad after realizing how much
the mother has to do, agrees to change his attitude.
Pampers global has been using the same strategy since longer period in the international
markets, however, this was the first time Pampers chose this strategy to convey message in
Pakistan’s audience. So far, Pampers Pants were portrayed as a product with more ease,
more comfort and more life (after it is worn by baby); but Pampers has used another
strategy i.e. to involve dads in the campaign and targeting them directly through a
campaign.

Media Mix/Strategy
The mediums that were used to convey the message with target audience included:

 Electronic Media – TV

For TV, the campaign was mainly broadcasted on tier-1 channels including Geo TV,
Hum TV, Express, etc.

 Digital Media
o Social Media – Facebook, Twitter & Instagram
o Online Blogs – Earned and Sponsored
 BTL – Events
Each medium was used to convey the same message. The consistency of the message in a
way that the message was hammering audience from all the selected mediums. Ads were
showed on different TV channels, along with a campaign on digital media, including the
social media where different bloggers and influencers were utilized to make a shout-out of
the campaign and they were given deals to involve audience to generate contests and
distribute Pampers giveaways to the winners, websites and the online blogs were also
publishing earned content and sponsored content. Furthermore, Pampers had installed
stalls in different public events, a prominent among which was Lahore Eat Festival where
diaper changing booths for fathers were installed.
Every medium served its own purpose, i.e.

 TV ad informed the audience about the product and the way story was told
generated the interest of the audience.
 On digital media, TG was involved by letting them participate in different
games/draws, including send a video with your kid while changing his/her diaper or
while having fun together and get a chance to win diaper supplies of 3 months for
your kid. Different influencers and social media pages with good following further pushed
the message i.e. involving more audience and getting more queries and catching more eye-balls,
and involving more people in the competition. The campaign for digital was specifically designed
for it and helped in generating involvement of target audience. They further added a fun part to
it by interviewing couples asking that, would the husband ever change his baby’s diapers.
 In BTL they took the idea to different family events where they installed diaper changing booths
for dads only in different events. All the mediums served as effective message transmitters to
the relevant audience.

Commentary
By analyzing the campaign, the message and connecting it to audience it was supposed to be for, we
have given 7 out of 10 to the campaign.

The message had an over-all good appeal, it was soft-toned message conveyed in a very beautiful tale
manner, even the TG must be buying more packs of diapers; but the idea behind the campaign was to
change the attitudes of the fathers. P&G must have seen the increase of demand for the product, but
there is no rational way to conclude whether how many fathers actually changed their attitude and
started changing their kids’ diapers.
The another reason for giving 7 marks is that one of the social media
post conveyed, “Thank you to +10,000 Dads for joining
#DadsCanChange”. This shows the number of dads who participated in
the #DadsCanChange campaign, who sent videos with their kids while
changing diapers or while having fun with them. We believe that a
campaign with such involvement on different mediums, for which they
must have expend quite a lot of money, the received response could
have been a bigger number than this, even if we target metropolitans
only.

Furthermore, Pampers chose an Indian actor for an

ad to be broadcasted in Pakistan. The name of the
male actor in the ad is Anuj Sachdeva and he has
worked in several Indian movies and dramas. A
debate around this could have been started in
audience and there must have been probable
chance the authorities like PEMRA or PBA could
have blocked the ad from airing.
Another aspect which was not shared in the ad was
the complete procedure of changing a baby’s
diaper. It is being showed through ad that the
procedure is simple as 1 2 3, however they did not
the tough part i.e. wiping baby’s back and front after
removing the used diaper. However, in ad they have
showed Pampers Wipes pack twice, once very
subtly and the other time for less than a second
with the other essentials. This makes the message
incomplete.
Suggestions

1. Whether this ad was shot in any country, would have been an idea of any
Creative Director, I would suggest to go with a Pakistani face that fits in the
context with relevance to the market. We have seen enough examples when ads
featuring Indian actors were banned from airing. This would have benefited in a
way that ad could have been used as a repeat campaign without any obstacle of
regulatory issues.
2. I would further suggest to increase more of experimental approach in the
campaign. The suggestion is to involve fathers in more of experimental learning
by actually making them change the diapers at venues where I am sure families
must be visiting, e.g. Malls instead just Eat festival. Fathers must be reluctant
because they have never tried doing it, but their one time experience can
educate them about the procedure.
This project helped us looking at the advertisement with an eye of the marketer instead of a
random person from audience. This helped us understand that an ad is the depiction of the
brand and company’s values instead just a random video clip without any context. This also
helped us understand that it’s not necessary that the agency which ideates the ad, also
produces it. There could be multiple number of agencies and consultants involved to make
an ad. Hence it is a big investment to actually make one ad and the loss can be extensive if
any campaign does not succeeds.
 PRESENTATION GRADE
SHEET
NAME(S) OF STUDENT ASSIGNMENT TITLE DATE

U L S H O

ORGANIZATION
INTRODUCTION Emotional; failed to e Appropriate; claimed Stimulating; original;
introduc self/subject; audience’s clear/well expanded;
(ATTENTION vague/laundry listed. attention/highlighted main prepared listeners fully.
points.
STEP &
OVERVIEW)
SUPPORT Inadequate development/ Adequate development; Comprehensive
errors/sloppy; awkwardly credible facts/supported or development/ stimulating;
(VISUAL used, inadequate sources. illustrated ideas, cited sources. well timed; skillfully used,
incorporated sources
&
throughout.
VERBAL
)
ORGANIZATION Vague; lacked Main ideas related to Skillfully led
balance/mechanical purpose/each other/used audience/creatively related
(LOGIC & transitions throughout. some creative transitions. previous points to new points.
TRANSITIO
NS)
CONCLUSION Incomplete; laundry Reviewed highlights of main A synthesis; fostered
listed/abrupt; no sense of points/ definite; appropriately retention of ideas/positive
(SUMMARY finality. tied to subject. impact creative.
&
CLOSURE)
DELIVERY
VERBAL Articulation problems; Not distracting; natural force, Exceptional articulation,
EXPRESSI incorrect pitch, rate, and emphasis; pronunciation, grammar;
ON grammar/pronunciation; positive. precise word choice;
vocalized pauses; poorly dynamic; spontaneous;
worded; monotone; too conversational; varied.
soft/loud; too slow/fast;
artificial; lacked confidence.

MOVEMENT Static movement, Varied movement, usually Purposeful

pacing, distracting, purposeful. movement,
hindered comfortable,
communication, confident, enhanced
nervous. presentation.

GESTURES Mechanical gestures, Appropriate gestures, aided Gestures enhanced

mechanical, exaggerated, communication. presentation, spontaneous,
poorly timed, distracting, natural, consistently
nervous. reinforced meaning.

EYE CONTACT Missing or partial eye Included most listeners; Direct eye contact; random;
contact; focused on visual- acceptable reference to notes. rarely used notes, sought
aids or notes. feedback.

INSTRUCTOR’S COMMENTS

U = unsatisfactory, L = Low satisfactory, S = satisfactory, H = high satisfactory, O = outstanding