In a highly competitive market, show and tell Mexican mothers that the best diaper (nappy) brand is the most trusted diaper (nappy) brand: Pampers.

This campaign exceeded our expectations, achieving a 17% recall versus the original objective of 15%.Volume objectives were also exceeded by 10% over plan.The campaign tagline line – ‘Dream At Night, Learn By Day’ – grew to become Pamers’ second most-recalled advertising message, at 23%, after only three months.

We ran our Pampers Baby Talk program for 11 months on Radio Formula, a national talk-radio station. Bringing in nationally known outside experts, and broadcasting from baby care centres, children’s stores and amusement parks, we reinforced the idea that Pampers is the brand that truly understands children and their Mums. Additionally, our bedtime story contest generated talk and further reinforced Pampers as the most trusted – and child-sensitive–diaper brand.

While radio was the key medium for this campaign, our live broadcast strategy included a, bedtime story book contest and the production of a commemorative book that compiled the best stories from our listeners and customers. All worked to bring to life a simple, single idea - the power of words and talk to reinforce the essence of a trusted brand – in ways that extended well beyond the radio medium.

Baby Talk. Mexican mothers are deeply concerned about their children’s development and they hunger for information on how best to care for them - 84% of these mothers listen to and trust talk-radio. Notably, storytelling is a strong tradition in Mexico; stories are important in communicating wisdom and love.

With this in mind, our strategy was to sponsor a baby care programme during a popular talk-radio segment. To support our Pampers Baby Talk program and generate interest, we ran a corresponding on-air contest that encouraged mothers to submit bedtime stories, the best of which were made into a book.