Sharing a case study taught by Nader Tavassoli in the Brand Management Course offered by the University of London that shows how Consumer Insights Transformed Pampers!

In the early 2000s, Pampers, the leading brand under Procter & Gamble, faced challenges as its market share began to shrink. To turn the tide, they embarked on a remarkable journey driven by consumer #insights. The pivotal realization was understanding what truly mattered to their customers, especially first-time mothers, who were crucial decision-makers in the baby diaper market 👶

They delved deep into the lives of these mothers, discovering that it wasn’t just about dryness but rather about their babies’ overall well-being and development. Better sleep emerged as a key factor for both the baby’s growth and the parent’s peace of mind 🧠

Pampers made a strategic shift from dryness to promoting better sleep, aligning their brand’s purpose with the values of mothers ✅

This transformation touched every aspect of the brand, from company culture to product development. The new focus enabled Pampers to expand beyond diapers, venturing into various baby development products. They even established a platform, Pampers Village, to engage and build lasting relationships with mothers through different stages of their child’s growth.

The outcome was phenomenal. Pampers rapidly grew into a $10 billion brand, outshining competitors and becoming a prime example of how consumer insights can breathe new life into a brand 📈

Their success proved that genuinely understanding customers and aligning with their values can propel a brand to unparalleled heights.