“Brand Value $9.6 B As of November 2013
At a Glance
- Industry: Consumer Packaged Goods
- Founded: 1961
- Country: United States
- Website: www.pampers.com
- Sales: $10.4 B
- Headquarters: Cincinnati, Ohio
#51 World’s Most Valuable Brands
The concept of the Pampers brand was born in the 1950s when Victor Mills, a chemical engineer who worked for Procter & Gamble, was looking for a better way to diaper his grandson. The first Pampers disposable diaper shipped in 1961. Pampers became the first P&G brand to generate $10 billion in annual revenue for the company in 2012. Its products are used by 25 million babies in 100 countries, according to P&G.”
The birth of the Pampers brand is arguably P&G’s best example of what happens when there is dissatisfaction with the status quo. In 1956, a P&G researcher, Victor Mills, disliked changing the cloth diapers of his newborn grandchild. So he assigned fellow researchers in P&G’s Exploratory Division in Miami Valley, Ohio to look into the practicality of making a better disposable diaper. Pampers were introduced in 1961. They were created by researchers at P&G including Vic Mills and Norma Lueders Baker. The name “Pampers” was coined by Alfred Goldman, Creative Director at Benton & Bowles, the first ad agency for the account.
These early diapers were bulky, heavy products composed of fluff pulp with a rayon topsheet, polyethylene backsheet. In 1966 Pampers launched a ‘wingfold’ design and by 1969 started a “third size”. By this time Pampers had become a national brand in the United States. Procter and Gamble replaced the pin-on design with tapes in 1971. Toddler and Premature Infant sizes were also introduced. In 1973, P&G developed elasticized single and double gussets around the leg and waist areas to aid in fitting and in containing urine or stool which had not been absorbed. In fact, the first patent for the use of double gussets in a diaper was in 1973 by P & G. In 1982 Pampers introduced an elasticized wingfold diaper with elastic leg gathers and refastenable tapes which was a cross between the early 1960s design and the modern hourglass shape, a feature that was first introduced on Luvs in 1976 and evolved into an industry standard in 1985. In 1986, thin diapers made with absorbent gelling material were released. This made the average weight of a typical medium size diaper decrease by 50%. In 1987 Pampers and Huggies both introduced frontal tape systems which allow repositioning of the lateral tape without tearing the diaper. In the 1990s Pampers introduced a thinner diaper known as Ultra Dry Thins.
The early 1990s also saw the introduction of gender-specific diapers in the Pampers brand; the product returned to unisex diapers towards the end of the decade. In 1993 Pampers’ first attempt at training pants was introduced, but the Pampers Trainers were a short lived product. Pampers did not sell training pants again until the introduction of Easy Up. In 1998 Procter & Gamble introduced its largest diaper at the time, Pampers Baby-Dry Size 6. It was promoted in an advertising campaign featuring pediatrician and child development expert Dr. T. Berry Brazelton, who said to let the child decide when the time is right to potty train. The size 6 diapers were billed for growing toddlers. Huggies also introduced a size 6 diaper at this time.
The Pampers brand name gave rise to the Bulgarian word Памперси (Pampersi), which means diaper. In many Arab countries, the word Pampers (بامبرز) is immediately associated with diaper in the mind of consumers.”
*Information from Forbes.com and Wikipedia.org
**Video published on YouTube by “P&G (Procter & Gamble)“