Pampers Lullabies

Pampers aimed to cut through the noise with this campaign in Indonesia, which was based around highlighting the bonds between mothers and babies, along with local mothers' pride in the Bahasa language, through the use of traditional lullabies.

Pampers Lullabies

Peilin Lee

Campaign details

Brand owner: Procter & GambleAgency: Starcom MediaVest GroupBrand: PampersCountry: IndonesiaChannels used: Internet - microsites, widgets, Online video, Social mediaMedia budget: Up to 500k

Executive summary

With 18 babies born every minute, Indonesia is one of the largest and most important markets for Pampers. But messages about the brand's benefits have often been drowned out by the market leader Huggies, which trumpeted free gifts with purchases, and by the trendy Japanese import MamyPoko.

The agency needed a campaign that would cut through the noise,...

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