In rural areas of Nigeria, Egypt, Pakistan, and India, mothers still use cloth diapers.
We released an ATL campaign using the Pampers power-claim: A great day starts with a Pampers night. This reminded mums of the importance of quality sleep for their babies, so they have a great next day. The executions were always kept raw, with less post production, so as not to appear too high-end or expensive the target market.
In phase two, we used the endorsement of paediatricians, to reassure mums that they are making the right choice. The print commercials were followed up with mobile clinic that drove around towns giving mums free consultations for their babies and free diaper samples.