Pampers squeezes more value into Active Fit packs

Available from April, the new packs will be supported by a comprehensive TV campaign and full marketing support programme.

A new 20-second TV advert, which hits screens on 8th April, features a baby pushing around a laundry basket whilst learning to walk.

The advert flags up the product benefits of helping babies to move more easily with Pampers Active Fit technology and highlights the value benefits to Mums now that extra nappies have been squeezed into packs.

Pampers Active Fit will also be supported with additional marketing activity throughout April and tailored point of sale is being produced so that retailers can make the most of the value improvement in store. This point of sale material will highlight some of the latest brand developments.

Pampers Active Fit is now the most awarded nappy in the UK and has recently won the Product of the Year Award in the Baby Category.

To highlight this achievement, Pampers Active Fit packs will have Product of the Year branding.

With Mums being offered so much choice, innovative new products are key to guarantee on-shelf stand-out and highlighting the award on-pack, along with the value improvement, this should help to drive trial and sales uplift in store.

Latest research by Pampers has shown that Pampers Easy Ups can offer ‘Up to 12 hours of protection day and night’. To offer shoppers a clear overnight choice for their children, packs of Pampers Easy Ups will have stickers showing the overnight claim to speed up the purchase decision making process.

Paul Lettice, Trade Communications Manager at Procter & Gamble (P&G) comments:
“As well as being the most awarded nappy in the category, this increased value proposition from Active Fit is expected to drive new consumers into the Pampers brand and encourage trade up.

“The value packs will be supported by a full marketing campaign so that consumers are made aware of the new pack sizes. The value improvement and the Product of the Year on pack claim should drive increased interest in store and retailers should look to stock accordingly. We should also see more consumers trialing the Easy Ups brand as a result of the on pack communication.”

“Pampers is the number one nappy choice in the UK and helps to drive the baby category. Retailers that want to make the most of the current activity in store can contact P&G for specific point of sale. To help improve their baby fixture overall, retailers can also seek the advice of ShelfHelp which offers practical merchandising and ranging advice across a range of categories including babycare.”

For more information retailers can contact P&G on 0800 597 3388.