1 pampers: building brand thru purpose. caring for babies over the past 50 years more than 35...
Post on 21-Dec-2015
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TRANSCRIPT
•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