Pampers backs magazine’s baby Sleep Week

Procter & Gamble is teaming up with EMAP Consumer Media’s Mother & Baby magazine to launch a “good parenting” campaign called Big Sleep Week, which will be sponsored by its Pampers brand.

The campaign will launch this week, and will be backed by a &£1m television, print, online and direct mail campaign, as well as extensive coverage in Mother & Baby magazine. Direct mail will be sent to parents with babies aged up to 15 months containing booklets of information relevant to the baby’s age.

The Big Sleep Week will run alongside P&G’s recently launched &£5m ad campaign, which features fathers as the primary carer for the first time, and the relaunch of Pampers Baby-Dry (MW July 29).

The launch will also coincide with the results of a national sleep survey, which will be revealed during a webchat where parents will be encouraged to ask questions on best parenting practices. Mother & Baby editor Elena Dalrymple says the magazine receives more questions on baby sleep problems than any other issue.

Pampers is the best-selling nappy brand in the UK, posting a five per cent sales growth over the past year to take a 60.2 per cent share of the market, according to IRI. Rival Kimberly-Clark’s Huggies share of the market has dropped to 25.9 per cent.