ABSTRACT
Procter & Gamble launched Pampers into an Indianapolis test market in the early 1950s. The brand was unsuccessful for close to a decade despite many efforts to improve performance including new packaging and pricing. Research was conducted to understand what was holding moms back from buying. The problem was the moms' moms. Grandmothers wanted their glorious grandchildren in cloth diapers. Their daughters were not to take the lazy way out with “paper” diapers. The core target was first time moms who are anxious about motherhood and want to do everything they can for their new baby. Their Fundamental Human Belief was "skinship" the physical and emotional bond between mother and child that will last a lifetime. The skinship belief and the comfortable feeling is all about the target's life and is independent of the brand.
