Pampers Largest Box Diapers Campaign

There’s nothing more sacred than the relationship between a mother and her baby. And there’s no one that understands that relationship quite like Procter & Gamble. Over the past 12 years, we’ve developed thousands of promotional programs for P&G products in Walmart stores across Canada. One of our most successful campaigns proved to be the launch of Pampers® Largest Box diapers.

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adHOME developed a 10-second, close-captioned TV commercial for Pampers® Swaddlers and Cruisers diapers, that visually brought to life the product benefit and reinforced Walmart’s positioning of better value. The spot was extremely successful in driving mothers to Walmart stores as the purchase destination for this new product.

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Results

During the first two weeks of the month-long marketing campaign, Pampers had a 96% sell-through rate, prompting a second run on Cruisers and incremental orders for P&G. In addition, Walmart gave Pampers one-week exclusivity for their Anniversary sale, the largest Walmart event of the year, and a one-week position as the LEAD item in their first ever ‘BABY BOOK’.

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The marketing provided real value to drive our target audience to Walmart stores. The success of this campaign has led to subsequent successes….we’ll be leveraging this creative again and again. Great job!” Assistant Brand Manager, Procter & Gamble

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