Pampers - case study

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“Don’t fear the poonami!”
Agency: GIG


“Don’t fear the poonami!”,  game-changing innovation from Pampers, demanded a game-changing campaign. 

A fully-integrated campaign launch included targeted locations where parents would fear a Poonami the most: the UK’s cinemas, busy shopping centres, and transport networks. 

Point of purchase was a vital part of the marketing mix, as a targeted location, but crucially at the decision-making point. 


Pampers used creativity and humour to promote their high-quality baby-dry nappy pants.

13th April – 10th May 2023
100 stores – Asda
12,500  Panels
Footfall – 28M


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