Pampers: Mood Up, summer Up

Nappy brand Pampers used ‘shoppertainment’ to gain market share in Vietnam and drive trial and engagement for its limited-edition Pororo product.

Campaign details

Brand: PampersAgency: MediaComRegion: APAC

Campaign video

Strategy

Objective

Pampers has seen impressive growth in P12Y through a shift into digitization and making digital a key pillar of business transformation. However, Pampers was still behind the market leaders and would need to continue with innovative solutions to drive growth. Pampers decided to focus on the seasonality of summer to drive growth and bring in an innovative product with Pororo design. The objective was to drive Pampers trial and engagement by leveraging Pororo' s strong Vietnamese following to create disruptive new news around Pampers VN's...

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