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Pampers:

Building Brand

thru Purpose

•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:

TVProduct

In-StorePrintPR

Internet

360º Campaign

• 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

Field trip to Laos

Raising awareness via TV

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In-Store

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

5 Success Lessons

1. Social responsibility purpose closely connected

with Pampers equity

2. Credible and recognizable partner

3. Simple mechanic

4. Support of retailers to bring BIG idea to life

5. Making initiative relevant engaging A-class

Ambassadors