Pampers
Pampers makes nappies and baby care products, sold worldwide, with research on baby sleep and skin behind the product range.
Soft rounded sans, medium weight, large and easy to read at arm's length by a tired parent. Nothing clinical.
use guilt or fear to sell
make a health claim about skin without evidence
show a newborn in an unsafe position
Twelve hours of dryness, so one of you sleeps through.
Gentle, practical and never judging. Give the parent one useful thing per message, and no guilt.
Parents of babies and toddlers buying weekly, usually tired, usually deciding in the supermarket aisle.
+Sleep for the baby and the parent
+Skin that stays healthy
+Parents who are doing fine
×Guilting parents
×Fear based selling
×Products that promise more than they do
would die on
No parent should be made to feel they are failing by an advert.
