Cannes Lions

PAMPERS NAPPIES

SAATCHI & SAATCHI, Frankfurt / PROCTER & GAMBLE / 2009

Presentation Image

Overview

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Credits

Overview

Description

To deliver a business building, consumer-noticeable, visible, and claimable upgrade that will delight moms.To communicate the idea that Pampers Baby Dry offers “cleaner, drier skin” than other products which is delivered by a unique balm inside the nappy, so that less mess and urine comes in contact with the skin. Many mums are not aware that Pampers has a balm inside the nappy or what that can mean for their baby.

Execution

As the TVC’s storyline dealt with reading Goldilocks fairytale to baby as a bedtime story, we decided to make the whole microsite a fantastic and fully experienceable discovery tour, complete with product features, expert tips and the whole intense experience of a tale well told.

Outcome

1. Dryness ratings improved quickly.2. Ratings on “long-lasting skin protection” improved after launch.3. Value for money rating by giving consumers a concrete reason why we are different than competition increased as well.

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