Pampers: The crusade against wet bottoms - IPA Effectiveness Awards Case Study 2000

Brief Description: A campaign aimed at the South African market. Pampers chose to expand the nappies market by converting from cloth to disposables. Facing several barriers including perceived high cost of disposables the TV and print campaign focused on the benefits to baby. This achieved 40% increase in category penetration in the first year. Payback was estimated to be 300% ROI ;---(TAGS)--- Full Title: Pampers: the crusade against wet bottoms ; Number: 2000/18 ; Brand Name: Pampers ; Client: Procter & Gamble ; IPA_ProductCoding: Baby goods (Nappies) ; Agency: Saatchi & Saatchi South Africa ; Author: Sangeeta Karumanchi ;