Pampers: #pamperspapa – A new generation of diapers for a new generation of papas

Pampers, a brand of baby and toddler products, launched a campaign in Germany to increase awareness of its new line, Baby Dry diapers.

Campaign details

Brand: PampersAgency: Heimat Werbeagentur GmHBCountry: Germany

Marketing context

Parenting cultures differ from country to country, so the campaign had to be based on an idea that would transcend these differences. Moreover, given the client's high expectations, it was imperative to find an insight that would not only make sense within each market, but that would also be disruptive and cutting-edge wherever it ran. Fortunately, the yawning gap between actual fatherhood and fatherhood as it was (not) represented in baby care advertising provided just such a universal truth. Throughout Europe especially, study after study...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands