1 Pampers: Building Brand thru Purpose. Caring for babies over the past 50 years More than 35...
-
date post
21-Dec-2015 -
Category
Documents
-
view
223 -
download
7
Transcript of 1 Pampers: Building Brand thru Purpose. Caring for babies over the past 50 years More than 35...
•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
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
Everyone can help by buying Pampers
pack with initiative logo
“1 pack = 1 life saving vaccine”
The Idea:
• Field trips to vaccination places
• A-class Celebrity-ambassadors
• Press conference
• Open air concert
Activating the idea locally
Campaign Ambassadors
Tatiana Arno
Oksana FedorovaSalma Hayek
And other popular people Vladimir Shirokov
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
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