ABSTRACT
I n 2006, the consumer products giant Procter and Gamble (P&G) launched a new marketing campaign in South Africa for Pampers, its flagship brand of disposable diaper. The campaign, titled “1 Pack = 1 Vaccine”, was a collaboration with UNICEF and was geared toward eliminating newborn tetanus, a leading cause of neonatal death in developing countries. This was a classic win-win situation: UNICEF received P&G’s help in their neonatal tetanus campaign (assistance that ultimately amounted to distributing more than 150 million vaccines), and P&G enhanced its image among consumers.* The campaign was one of the most successful in Pampers’ 50-year history in its impact on consumer attitudes, and more importantly, its impact on sales.† In contrast, a competing campaign launched in other countries using the slogan “1 Pack Will Help Eradicate Newborn Tetanus Globally” was much less successful.
