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Pampers
Better for Baby: A Lullaby

RAN IN: United States

CLIENT
Procter & Gamble

Mansi Bhandari, Assistant Brand Manager
Laina Bosley, Associate Marketing Director

AGENCY
Saatchi & Saatchi *Lead Agency

Ciara Siegel, Management Supervisor
Luca Pannese, Global Creative Director
Luca Lorenzini, Global Creative Director
John Doris, Head of Content Production
Tegan Mahford, Associate Producer
Jay Benjamin, Chief Creative Officer
Megan Dwyer, Planning Director
Keegan Fiertl, Account Executive


Carat


Citizen Relations


SUMMARY

Pampers and Huggies the two titans of the diaper category have been engaged in an endless tug of war for product superiority dominance. Pampers was missing out on a huge opportunity to build an emotional relationship with parents - a relationship we had the right to because everyday Pampers provides comfort and care to the most important person in parents livestheir baby. Pampers needed to give parents more than just something to buy, and give them something to buy into - to go beyond just the product superiority and start establishing our emotional superiority.

CASE VIDEO


Hero Medium: Interactive/Online

Medium Featured On Video: Consumer Involvement/User Generated, Interactive/Online, Social Media

Audience: Mothers

Objectives: Build brand equity

Type: Business to Consumer

Classification: National

Language: English