Supplier News Breaks Archives
Team USA babies outfitted with latest Pampers diapers
January 18th, 2010
CINCINNATI – Pampers Diapers has partnered with Team USA to introduce Pampers Swaddlers and Cruisers Diapers with Dry Max, the brand's new high-performance disposable diapers.
The babies of Team USA athletes will be equipped with the new diapers as they head to the 2010 Olympic Winter Games in Vancouver. Pampers has created limited-edition Team USA diapers with the Dry Max technology in honor of those athletes and their families. Although the Team USA diapers won't be offered for sale, parents can buy Pampers Swaddlers and Cruisers Diapers with Dry Max at retail stores nationwide beginning in March, and the new diapers will carry the same retail pricing as the current Swaddlers and Cruisers diapers.
Until then, parents can request a free sample three-pack of the new Cruisers diaper on Pampers.com starting February 12, the day of the Olympics opening ceremony. If this sample includes a Team USA diaper — randomly inserted in select sample packs — their baby will win a year's supply of Pampers Cruisers Diapers with Dry Max.
According to Pampers, the new Swaddlers and Cruisers Diapers with Dry Max are the Procter & Gamble (P&G) diaper brand's biggest innovation in 25 years and are Pampers' driest-ever diapers, as well as 20% thinner than before. The company said the diapers lock wetness in for up to 12 hours, and their less bulky design enhances flexibility and comfort.
In addition, the new diaper design is more environmentally friendly, containing 10% less material weight. The company said that if current Pampers Swaddlers and Cruisers users in North America switched to the new Pampers Cruisers Diapers with Dry Max diapers, they could together throw away the weight of 1 billion less diapers every three years.
For the Olympics promotion, Pampers has teamed up directly with the families of two athletes, who are among the first to get the Team USA diapers: Olympic gold medal speedskater Chad Hedrick and his family, and forward-facing luge world champion and Olympic hopeful Noelle Pikus-Pace and her family. These families will be sharing their Vancouver experiences from their babies' point of view throughout the games via photos and videos on Pampers.com.
"We are so proud to partner with these world-class athlete families, who are also parenting inspirations by training and succeeding while raising young, active children," Jodi Allen, vice president of North America baby care at P&G, said in a statement. "We could not think of a more appropriate event than the Olympic Winter Games to celebrate babies as the world's greatest players and introduce our new high-performance gear: Pampers Swaddlers and Cruisers Diapers with Dry Max."
The Pampers Cruisers brand is designed especially for active babies. So as part of the Olympics promotion, parents are encouraged to visit Pampers.com starting February 12 to upload a video of their baby crawling, and randomly selected videos will be compiled into a Pampers Cruisers Diapers with Dry Max "Baby Relay" commercial that will air during closing day of the games.