Pampers: Bright beginnings

Pampers, the baby care brand, took action and made a difference to lives during the COVID-19 pandemic in the US.

Executive Summary

Objective:

In March 2020, work, household, school and parenting all converged overnight. Sudden demands, uncertainty and no end in sight, left parents feeling overworked, isolated and afraid.

There was never a more critical moment to bring the best of the Pampers' brand scale and heart into the worst of situations. Because amidst all the chaos and uncertainty one thing remained true - the early years are vital and formative for every baby's development - and the COVID- 19 pandemic was impacting them dramatically.

Pampers saw that parents and babies needed help, and they were determined to deliver it...

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