Pampers: Building Brand thru Purpose
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Transcript of Pampers: Building Brand thru Purpose
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Pampers: Building Brand thru Purpose
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•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
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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
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Everyone can help by buying Pampers pack with initiative logo
“1 pack = 1 life saving vaccine” The Idea:
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TVProduct
In-StorePrintPR
Internet
360º Campaign
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• Field trips to vaccination places
• A-class Celebrity-ambassadors
• Press conference
• Open air concert
Activating the idea locally
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Campaign Ambassadors
Tatiana Arno
Oksana FedorovaSalma Hayek
And other popular people Vladimir Shirokov
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Field trip to Laos
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Raising awareness via TV
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Sample Footer Text Here 10
In-Store
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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
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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
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5 Success Lessons 1. Social responsibility purpose closely connected
with Pampers equity 2. Credible and recognizable partner3. Simple mechanic4. Support of retailers to bring BIG idea to life5. Making initiative relevant engaging A-class
Ambassadors