P&G targets fathers in £5m Pampers ads

Procter & Gamble (P&G) is targeting fathers in a £5m nappy ad for Pampers, marking the first time a nappy company has moved away from its traditional female target market.

The campaign will start in August to support the launch of P&G’s updated Pampers Baby-Dry, which boasts greater absorbency and a less bulky design.

Jenny Ashmore, who was recently promoted to associate marketing director for babycare, says the ads reflect changing social trends in the UK.

Ashmore says men have taken on greater responsibility for childcare as women are working longer hours and taking less time off to look after children.

Ashmore also points to the decline of the extended family for the rise in male primary carers. “Our audience”, she adds, “is not just married mothers any more, as there are now more unmarried couples and a greater number of single parents.” David Jones, who has been promoted to brand manager for Pampers from European brand manager for Pringles, will oversee the launch. Pampers has grown by more than five per cent over the last year to take a 60.2 per cent share of the nappy market, according to IRI, while Kimberly-Clark’s Huggies has been pushed to an all-time low of 25.9 per cent.