SAATCHI & SAATCHI, Johannesburg / PROCTER & GAMBLE / 2006
The client briefed us to come up with a cost effective in-store giveaway that would increase awareness and promote the super absorbency of the new Pampers Total Care range of diapers. The main reason behind the in-store activity was to counteract Pampers' major competition Huggies, as they too were launching a new product in the market.
The result was phenomenal and there were approximately 10,000 pens handed out over the promotional period. Sales of the new Pampers Total Care range sky- rocketed, and there was a marked increase in the number of people switching brands to Pampers. Client was delighted with the results, especially considering the low cost to produce the pen.
We produced a relatively cheap floating action pen. The pen's floater took the form of a crawling baby in a pampers nappy, and instead of being filled with liquid the pen was left dry. On the reverse of the pen was our logo and concept line "super absorbent". The pen was handed out throughout the country at pampers points of sale.
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