Pampers to launch first brand campaign in 10 years

Procter & Gamble is adopting user-generated content in the first brand campaign for its Pampers brand in 10 years. 

https://www.youtube.com/watch?v=Ne9yYg6qtTg

Pampers has compiled 15 clips from YouTube from a pool of thousands and edited them to create a stream of “real” moments parents and families will recognise and relate to.

The brand aims to bring to life its “philosophy” that there are many ways to raise a baby and none of them is right or wrong as long as every baby has “love, sleep and play”.
 
Pampers chose to use user-generated clips uploaded by partners to capture “genuine sentiment and emotion”

The Love, Sleep and Play campaign launches in Europe this month.

Mathilde Delhoume, global integrated communications director for the Pampers brand, says: “There are a million ways to raise a baby and fundamentally parents know what’s best for their child. And Pampers is here to offer a little help every step of the way. Because babies are the focus of everything Pampers does, what better way to launch our Love, Sleep & Play campaign than by showcasing real babies?  Since we’ve always spearheaded product and marketing innovations, it’s great to see Pampers driving advertising firsts too”.
 
P&G is currently restructuring from two into four global business units. Martin Riant will take on the newly created role of group president of the new global baby, feminine and family care brands division in which Pampers sits.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here