Cannes Lions

BABYCARE PRODUCTS

SAATCHI & SAATCHI, Frankfurt / PROCTER & GAMBLE / 2004

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Overview

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Credits

Overview

Description

Bring to life the experience of being a baby to an adult's world. We have all experienced being a baby, but cannot remember. Baby care products are never purchased by the one who actually appreciates their benefits most; the baby. For parents to truly appreciate the relevance and importance of pampers, we engaged them in the experience of being a baby. Three different mailings, revealing relevant developmental insights relating to the individual age of their baby and highlighting developmental milestones help parents understand what their baby is feeling and the profound knowledge of the Pampers brand.

Outcome

Being part of a holistic campaign, overall results show an increase in market share by 20% vs average the three months period before launch of the campaign. Redemption rates are not yet fully evaluated but first results indicate higher than usual rates.

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12 items

1 Eurobest Award
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2020, APOTEK HJARTAT

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