Pampers has marked the launch of its smallest-ever nappy by donating three million of the tiny bum-coverers to neonatal units around the UK.
Designed specifically to meet the needs of premature babies, the Pampers Preemie Protection Size P3 nappy is three sizes smaller than a regular newborn nappy and is suitable for babies weighing smaller than 1.8lb.
The launch is being supported with print advertising and a social media campaign. The latter encourages all parents to share photos of their little ones with a raised fist, to celebrate the fighting spirit that premature babies show every day. For every picture shared using #powerofbabies, Pampers will donate £1 to Bliss, a charity for babies born premature or sick.
Ian Morley, Commercial Director for Pampers’ brand owner P&G, said: “The happy and healthy development of every baby, including the tiniest little fighters, is our priority, which is why when nurses asked us to design a nappy for the most vulnerable babies, we rose to the challenge. It took us three years and over 10,000 hours of research to develop the new P3 nappy, which is designed to provide comfort and protection for the smallest babies.”
Pampers suggests retailers make the most of the increased awareness by stocking a core range of nappies. P&G offers merchandising tips and advice on shelfhelp.co.uk.
