Agency: Saatchi & Saatchi South Africa | Authors: Sangeeta Karumanchi |
Pampers
The Crusade Against Wet Bottoms
Introduction
The hero in this case is Pampers, a brand that has succeeded in achieving a second dramatic paradigm shift in the diapering habits of a nation. We will show:
- How innovative strategic thinking in Pampers advertising has influenced the steady shift away from cloth to disposable diapers, against a backdrop of a negative economic environment and a non-conducive social and cultural climate.
- How advertising has helped Pampers maintain a fair share of the growing disposable market in spite of a huge price...