P&G embarks on anti-rash diaper dash across US

CINCINNATI: Hoping to spur sales of its new Pampers Rash Guard diapers, Procter & Gamble is hitting the road with a seven-city PR campaign.

CINCINNATI: Hoping to spur sales of its new Pampers Rash Guard diapers, Procter & Gamble is hitting the road with a seven-city PR campaign.

CINCINNATI: Hoping to spur sales of its new Pampers Rash Guard

diapers, Procter & Gamble is hitting the road with a seven-city PR

campaign.



The program, coordinated with agency of record Fleishman-Hillard, will

feature prominent New York pediatrician Dr. Paula Elbirt as well as

local pediatricians in the target markets of San Francisco, St. Louis,

Phoenix, Detroit, Philadelphia, Cincinnati and Tampa.



P&G introduced Pampers Rash Guard earlier this year as a premium-line

extension of its Pampers disposable diaper line. While a small launch

campaign accompanied the introduction, the primary PR push has now begun

in earnest.



’We’ve never done anything to give parents reasons to use Rash Guard,’

said Tami Jones, PR manager for P&G baby care. She declined to discuss

the campaign’s budget.



Winter was seen as an ideal time to launch the primary campaign because

of the onset of the cold and flu season, Jones explained. Cold- and

flu-stricken babies are more likely to develop diarrhea, a major cause

of diaper rash.



According to Jones, the decision to use a well-known spokesperson was an

easy one. ’An expert really lends credibility to a product like Rash

Guard,’ Jones said, noting that P&G is hoping to position the diapers as

a healthcare product. The Rash Guard diapers apply a hypoallergenic skin

care protectant to the child, which is activated by increased body heat

and movement.



Jones said P&G’s web site and toll-free hotline figure prominently in

its PR plans. The campaign’s success will be judged both on sales and on

the volume of hotline calls.



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