Pampers: Bellies in concert
Conill
The rhythm that moves latinas — feel it kick
Summary
One in four babies being born in the United States is Hispanic, the 2010 census tells us. For Pampers, this firmly pins future sales growth to the brand's success in connecting with Hispanic moms. Slight problem: The brand hadn't been connecting with Hispanic moms, despite numerous efforts to wrest share from the market leader, Huggies.
For years, with Huggies' strong (one might say impregnable) position in Mexico, the battle was lost before it began. By the time Pampers could reach moms of Mexican background, they...