Pampers was starting to lose market share and wanted a new campaign to differentiate their products from other diapers and wipes. The resulting campaign positioned Pampers and Baby Wipes as effective, yet gentle, for babies' delicate skin. Both the imagery and copy played off parents' desire to treat their little ones with tender and loving care. The campaign moved Pampers diapers and wipes to number one market share and won a P&G award for business building.
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Pampers wanted to introduce a new product — new Pampers Rash Guard. This TV spot leveraged the anticipation of waiting for the arrival of a new baby and lore of a stork bringing the new baby to the family, to create a successful new product launch.