Procter & Gamble: Pampers Positive

Pampers, a brand of baby and toddler products marketed by P&G, increased its market share in Vietnam by launching Pampers Positive, which created social conversations between mothers about the parenting pressures and myths they face.

Campaign details

Brand: Procter & GambleAgency: MSLGroup (Vietnam)

Executive Summary

MSL's 'Pampers Positive' campaign enabled Pampers Vietnam to grow share after three years of decline by bringing out the best side of social networks - to get the public stand behind a new idea.

Pampers' global communication template did not empathize with the local realities of motherhood. Vietnamese moms had turned their back to Pampers because there was no shared belief, no common language. Pampers in Vietnam had become a forgotten brand.

Our campaign challenge was to raise 10% in Consideration for Pampers. We realized that while...

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