PAMPERS
DON’T FEAR THE POONAMI
A game-changing innovation from Pampers, which niftily traps poo at the back of the nappy, demanded a game-changing campaign.
We harnessed the vernacular of ‘poonami’, used by parents to describe an unforgettable type of explosion, and transferred it into mainstream culture. Dramatic visual inspiration came from the ultimate cinematic showdown, the stand-off.
The result? Don’t Fear The Poonami In Pampers Poonami Proof Pants. The very definition of a big, explosive idea.
The Power of One was unleashed for a fully-integrated campaign launch, with strategic media buys and PR & influencer content supporting the ATL.
We targeted locations where parents would fear a Poonami the most: the UK’s cinemas, busy shopping centres, and transport networks.
Our campaign was picked-up by the BBC Radio 1 show with Scott Mills (twice!), generating huge earned reach and a petition to have ‘poonami’ added to the Oxford Dictionary.
IN CHALLENGING ECONOMIC TIMES, PG ONE’S ‘DON’T FEAR THE POONAMI’ HAD THE STRONG CREATIVE CUT-THROUGH AND CONSUMER RELEVANCE REQUIRED TO DRIVE REAL GROWTH FOR PAMPERS.
DAVID GREBERT, GROUP VP AT P&G