Pampers Lullabies

Peilin Lee

Campaign details

Brand owner: Procter & Gamble
Agency: Starcom MediaVest Group
Brand: Pampers
Country: Indonesia
Channels used: Internet - microsites, widgets, Online video, Social media
Media 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, and they did so through the arresting simplicity of lullabies. Their campaign supported the sacred bond between mother and baby, safeguarding the connection between Indonesian mothers and the heritage of their native language. And it would reinforce Pampers' simple marketing message: Caring for babies' happy, healthy development.