Pampers is a brand specializing in baby products, and especially in diapers. Marketed by Procter&Gamble, it is worldwide known, and is present in most of countries. It takes part into ethic actions so as helping children and families in difficulties in the world. To this way, in 2006, Pampers launched a campaign aiming at making people be sensitive to tetanus, and at trying to eradicate it in the world.

Realizing that each 4 minutes a baby dies because of tetanus, Pampers decided to form a partnership with UNICEF, by giving them one tetanus vaccine for each pack bought by consumers.

According to me, Pampers made here a strong marketing action. Nowadays, people are really concern by the difficult living conditions of people in difficulties, especially in the Third World. Thus on the culture and demographic points, pampers marketers were really good because they will attract many new consumers sensitive to this cause, and reinforce their relationship with loyal customers. To this way, they will be in a better position than their competitors, and people will more easily buy Pampers’ products without paying attention to the price – they will be glad to accomplish a good action by buying pampers’ packs. Their most privileged consumers must be mothers, because they are the one who buy products for their babies first. Secondly, as they are more sensitive and own a strong protective instinct especially when the vaccines are used to save mothers and children.
Moreover, by having a partnership with UNICEF, their brand will have a strong relay in the medias (like on UNICEF website, on TV…) and will touch more people while giving a true credibility to Pampers.

In a nutshell, with this marketing campaign, Pampers decided to act in an ethic way. Thus with this  action on large scale, they chose to be ethically responsible, contrary to some other firms which are not at all, or which pretend to but which only act on a small scale.

https://www.youtube.com/watch?v=jqxcf408qVs : Nice spot on TV.

http://news.pampers.com/fact-sheet/about-one-pack-one-vaccine