Procter & Gamble has for the first time hit the $5 billion (€4.1bn; £2.7bn) global brand jackpot with its sales of Pampers diapers.
The household products giant proudly announced its entry into the exclusive $5bn brand club, although it lags far behind Coca-Cola's near-$70bn a year in worldwide sales of its flagship brand.
Jenny Ashmore, UK assistant marketing director for P&G paper products, attributes the breakthrough to the role now played by fathers. "[They} are definitely changing more nappies (diapers) and we have responded to that," she said.
Data sourced from: MediaGuardian.co.uk; additional content by WARC staff