Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Thumb 0
  • Thumb 1
  • Thumb 2

Pampers
Pampers "Miracle"

RAN IN: United States, Canada

CLIENT
Procter & Gamble

Jodi Allen - VP, NA Brand Operations
John Brase - Mktg. Director
Clarissa Niese - Brand Manager

AGENCY
Saatchi & Saatchi *Lead Agency

Con Williamson, CCO
Cliff Francis - WW Creative Director, WW Director of Creative Strategy
Tris Gates-Bonarius, Global Creative Director
Daryl Giannatonio, Regional Planning Director NA
Deborah Mills, EVP, Global Brand Agency Leader
Sacha Orr - SVP, Regional Business Director
Stephen Rothman - Global Planning Director


Citizen Paine


The Integer Group


StrawberryFrog


Conill Advertising


SUMMARY

Parents lost trust in Pampers and it called for a miracle. So we created one. The "Miracles" campaign started a movement and allowed the brand to reconnect with parents on a deeper level to regain their trust. The campaign generated positive word-of-mouth and ultimately led to Pampers' highest share in 10 years.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Print, OOH, PR, Events, Consumer Involvement

Audience: Women, Brand Influencers, Specific cultural or ethnic group, Families, Mothers

Objectives: Change brand image

Type: Business to Consumer

Classification: National,Non-English

Language: English