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Pampers for Saatchi & Saatchi

Project type

Social campaign




London, UK

The brief

Pampers, owned by Proctor & Gamble, is the world’s #1 nappy brand and sells in more than 100 countries. The brand needed a social campaign to promote Pampers wipes, and turned to Saatchi & Saatchi.

The result

Pampers wanted to capture something parents could relate to. The campaign should be fun but avoid anything too chaotic that might stress parents out. They wanted people to interact with social posts and share their own pictures and experiences. The answer was to use humour, inviting parents to share pictures of their child’s ‘pooface’ and compare the telltale signs. Comedic, cute, and just the right side of cringe. These posts went with an award-winning TV ad. Thankfully, no one can smell commercials yet.

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