Pampers: Good Morning Baby   Leave a comment

Babies? And me? It was quite a joke at Saatchi when I was put on the account.

But, then,  we realised that it wasn’t babies we were talking to, but mothers. And, that it wasn’t just…pardon the pun…shit we were talking about, but something more intangible and close to a mother’s heart.

It was the joy of seeing your child waking up happy in the morning.

No other diaper brand had tapped this insight till then. Nor had any diaper brand really used social networking as an integral part of its communication. After this campaign broke, Huggies tried something on the same lines but, by then,we were up, running and out of sight. So out of sight that we beat P&G’s then-benchmark for integrated campaigns – Gillette Shave Sutra.


Posted September 24, 2012 by roadragas in Uncategorized

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