Pampers ZZZ: Giving Filipino moms and babies the gift of sleep

This case study describes how Pampers, the baby-care brand, communicated its brand message around giving mums and babies a good night's sleep by creating a 'white noise' radio station in the Philippines.

Pampers ZZZ: Giving Filipino moms and babies the gift of sleep

Loren Bade

Campaign details

Brand owner: Procter & GambleLead agency: Ace Saatchi & SaatchiBrand: PampersCountry: PhilippinesIndustry Baby careChannels used: Outdoor, out-of-home, Public relations, Radio, Social media, TelevisionMedia budget: Up to 500k

Executive summary

This case study describes how Pampers gave Filipino mums and babies a good night's sleep.

In the Philippines, Pampers is synonymous with nappies. With its longstanding heritage and global leadership, Pampers has become not just a brand but the very definition of nappies....

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