Pampers - The crusade against wet bottoms

Sangeeta Karumanchi

Post-1997 campaign for Pampers disposable nappies in South Africa. Brand launched in 1995, and disposable nappies became the fastest growing grocery category.
Agency: Saatchi & Saatchi South AfricaAuthors: Sangeeta Karumanchi

Pampers

The Crusade Against Wet Bottoms

Introduction

The hero in this case is Pampers, a brand that has succeeded in achieving a second dramatic paradigm shift in the diapering habits of a nation. We will show:

  1. How innovative strategic thinking in Pampers advertising has influenced the steady shift away from cloth to disposable diapers, against a backdrop of a negative economic environment and a non-conducive social and cultural climate.
  2. How advertising has helped Pampers maintain a fair share of the growing disposable market in spite of a huge price...

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