- Pampers on Sunday (Sept. 7) unveiled a new ad campaign and refreshed brand ethos that can underpin the marketing creative and products for the Procter & Gamble-owned diaper brand moving forward, per details shared with Marketing Dive.
- “Behind Every Baby” launched with a 60-second anthem spot across the NFL’s opening weekend. The industrial goals to tug on the heartstrings as a rendition of “Stand By Me” shows the important thing role diapers play in every babies’ growth journey, concluding on a shot of a baby standing up and walking, presumably for the primary time.
- Pampers is supporting the campaign by partnering with influencers and content creators, including “Love is Blind” couple Lauren Speed-Hamilton and Cameron Hamilton, in addition to running social activations targeted at parents to broaden its impact.
Pampers is embracing more cinematic, emotionally driven ads to raised stand out from rivals that lean on product-led marketing. The P&G brand launched its latest effort, part of a bigger revamp of its brand ethos, around NFL season kickoff, capitalizing on a destination TV viewing occasion for families.
The anthem spot for “Behind Every Baby” tracks tots in Pampers through several stages of growth and emotional ups and downs, from first being born to sleeping soundly in a crib and eventually taking first steps. The ad underscores Pamper’s legacy of greater than six a long time in diaper innovation while spotlighting product offerings centered on comfort. PG One, Publicis Groupe’s bespoke unit for P&G, is behind the tear-jerking campaign, with creative spearheaded by Saatchi & Saatchi New York and PR headed up by MSL.
Pampers is extending the platform through influencers in one other sign of how social-first strategies have gotten more necessary to legacy CPG brands. In Pampers’ case, it’s angling to succeed in millennial and older Gen Z parents who’re more digitally native and on the cusp of parenthood. Influencer content will concentrate on a mixture of entertainment and how-to videos sharing practical advice. The Hamiltons, a pair who met on the Netflix reality TV hit “Love is Blind,” expect their first child soon.
On Sept. 9, Pampers will attempt to orchestrate the World’s Biggest Birth Announcement, asking parents of newborns to post photos of their child to TikTok for the possibility to win a yr’s supply of diapers. The sweepstakes, which can select 100 winning families, is timed to the day that sees essentially the most births, on average, within the U.S.
In addition, Pampers hosted photo experiences for newborns at Wellspan Health in York, Pennsylvania, and The Christ Hospital in Cincinnati, Ohio, to kick off the campaign’s social push.
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