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Pampers: Building Brand thru Purpose

Pampers: Building Brand thru Purpose . Pampers cares for babies’ happy, healthy development. Caring for babies over the past 50 years More than 35 million babies use Pampers Taking a leadership stand. The issue: Every 3 minutes 1 child died in the world from newborn tetanus

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Pampers: Building Brand thru Purpose

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  1. Pampers: Building Brand thru Purpose

  2. Pampers cares for babies’ happy, healthy development • Caring for babies over the past 50 years • More than 35 million babies use Pampers • Taking a leadership stand

  3. The issue: Every 3 minutes 1 child died in the world from newborntetanus • The partner: Our commitment: Unite people all over the world and in partnership with Unicef eliminate tetanus by2014donating to babies vaccination • Unite for children

  4. The Idea: “1 pack = 1 life saving vaccine” Everyone can help by buying Pampers pack with initiative logo

  5. 360º Campaign Internet Product TV PR Print In-Store

  6. Activating the idea locally • Field trips to vaccination places • A-class Celebrity-ambassadors • Press conference • Open air concert

  7. Campaign Ambassadors Salma Hayek OksanaFedorova Tatiana Arno Vladimir Shirokov And other popular people

  8. Field trip to Laos

  9. Raising awareness via TV

  10. Sample Footer Text Here In-Store

  11. Partnership Results • Starting from 2006 consumers, Pampers and UNICEF protected 100 000 000 women and their children • Russians take part in global initiative from 2008 and donated more than 15 000 000 vaccines

  12. Business Results • Pampers gained record share growth P3Y: +5 points • Shipments 119 IYA nationally, with 130-160 IYA in key customers • Record display share and visibility in key customers

  13. 5 Success Lessons Social responsibility purpose closely connected with Pampers equity Credible and recognizable partner Simple mechanic Support of retailers to bring BIG idea to life Making initiative relevant engaging A-class Ambassadors

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