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Pampers: Building Brand thru Purpose. Pampers cares for babies’ happy, healthy development. Caring for babies over the past 50 years More than 35 million babies use Pampers Taking a leadership stand. The issue: Every 3 minutes 1 child died in the world from newborn tetanus The partner:. - PowerPoint PPT Presentation
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Pampers:
Building Brand
thru Purpose
•Caring for babies over the past 50 years
•More than 35 million babies use Pampers
•Taking a leadership stand
Pampers cares for babies’ happy, healthy development
Our commitment: Unite people all over the
world and in partnership with Unicef
eliminate tetanus by 2014 donating to
babies vaccination
The issue: Every 3 minutes 1 child died in
the world from newborn tetanus
The partner: Unite for children
Everyone can help by buying Pampers
pack with initiative logo
“1 pack = 1 life saving vaccine”
The Idea:
TVProduct
In-StorePrintPR
Internet
360º Campaign
• Field trips to vaccination places
• A-class Celebrity-ambassadors
• Press conference
• Open air concert
Activating the idea locally
Campaign Ambassadors
Tatiana Arno
Oksana FedorovaSalma Hayek
And other popular people Vladimir Shirokov
Field trip to Laos
Raising awareness via TV
Sample Footer Text Here 10
In-Store
Partnership Results
• Starting from 2006 consumers, Pampers and UNICEF
protected 100 000 000 women and their children
• Russians take part in global initiative from 2008 and donated more than 15 000 000 vaccines
Business Results
• Pampers gained record share growth P3Y: +5
points
• Shipments 119 IYA nationally, with 130-160 IYA
in key customers
• Record display share and visibility in key
customers
5 Success Lessons
1. Social responsibility purpose closely connected
with Pampers equity
2. Credible and recognizable partner
3. Simple mechanic
4. Support of retailers to bring BIG idea to life
5. Making initiative relevant engaging A-class
Ambassadors
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