Kids Can Do No. 2 (With A Little Help From P&G)

from NY Times: Looking for new ways to expand their businesses, makers of the two top diaper brands, Huggies and Pampers, are both introducing lines of toiletries for babies and small children.
Pampers, made by Procter & Gamble, the No. 2 diaper brand in the United States with 30.5 percent of the market, is now rolling out a new line of Kandoo products, including flushable wipes and foaming hand soap, both intended to teach children aged 3 to 7 proper bathroom hygiene.
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Both Kandoo products have ergonomically designed packaging with graphics that show children how to use them, and a frog cartoon character, which also appears in a new advertising campaign.
The ads are meant to convert bathroom hygiene “into something genuinely fun and empowering for children,” said Merrie Harris, an executive vice president of Saatchi & Saatchi, the agency that created the campaign.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.