Utilising enhanced technology and more than 10 years in development, which included a huge research project with 20,000 babies testing products, Pampers new Dry Max boasts a core that eliminates the need for paper pulp, found in many nappies. The high-tech nappy is 20% thinner than Pampers nappies currently on sale and stays drier for longer as a result of the improved core. Furthermore, P&G says the introduction of Dry Max signifies a major step in the company’s quest to develop products with an improved environmental profile. The new nappy has a reduction of 14% in terms of weight and needs 11% less energy across its life cycle.
The UK and wider European consumer launch will begin in earnest next week with P&G focusing on a comprehensive sampling campaign, which will be driven by a televsion ad, created by Saatchi & Saatchi, supporting print and outdoor activity and a major online push. The company is seeking to engage influental bloggers and parenting websites such as Mumsnet. Direct mail and extensive retailer activity will also form a central part of the launch.
This story first appeared on pitch