Born to Be Wild! Pampers & Serena Williams Celebrate Babies on the Move
03 Abril 2019 - 7:30AM
Business Wire
Pampers & Williams unite to encourage
parents to unleash their active babies with the help of new
Cruisers 360 FIT diapers - designed to keep up with every wild move
a baby makes
Dirty looks, shaking heads, side-eye—these are just a few of the
reactions every parent who’s taken an active baby out in public has
experienced. Whether it’s a sprint down the grocery aisle, a
shopping mall dance break, or a downward-dog during an elevator
ride, an active baby is often labeled as a “wild child” and many
parents find themselves apologizing for their child’s innate desire
to move and explore in public places. In fact, nearly 75% of
parents believe that society perceives a “wild child” as a bad
thing*. But Pampers and tennis legend, entrepreneur and super-mom
to her very own active baby, Serena Williams, believe that every
child is born to be wild. Together, they’re encouraging parents
everywhere to unleash their active babies without the fear of
judgment and with the help of new Cruisers 360 FIT diapers, because
a busy baby is a growing baby and that’s something to be
celebrated.
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Pampers & Serena Williams unite to
encourage parents to unleash their active babies with the help of
new Cruisers 360 FIT diapers - designed to keep up with every wild
move a baby makes. (Photo: Business Wire)
“My daughter Olympia has always been very active – she skipped
crawling and went straight to walking, and I’ve been trying to keep
up with her ever since. Sometimes when we’re in public she will be
running around, climbing over things, and I’ve definitely heard her
being called 'wild' in a negative way. But in my opinion being a
wild child is a good thing - it means she’s spirited, and curious,
and active,” said Williams. “I think every parent wants to be able
to let their babies explore the world, because that’s how they
learn and grow. I love that Pampers is choosing to celebrate babies
on the move, and I’ve decided that instead of worrying about what
everyone thinks, I’m going to embrace Olympia’s wild child spirit.
I’m so glad to have new Pampers Cruisers 360 FIT diapers to keep up
with every wild move she makes - they are super easy to get on and
off, they don’t restrict her cute little waist… they are literally
giving me life!”
In a recent study, Pampers discovered a staggering 84% of
parents wish their children could explore the world more freely
without being judged. In her new role, Serena will encourage
parents to ignore the side-eye and embrace their babies' and
toddlers’ wild side with help from new Pampers Cruisers 360 FIT
diapers. Pampers Cruisers 360 FIT diapers feature no-tapes and a
comfortable all-around stretchy waistband specifically designed to
adapt to every wild move a baby makes – it’s just like they’re
wearing yoga pants. In another win for active babies, Cruisers 360
FIT diapers are easy to pull on and take off so every wild child
can quickly move on to their next adventure.
“Pampers believes every child was born to be wild. We want to
help parents embrace and celebrate their curious, active babies’
wild moves without hesitation – and we couldn’t think of a more
perfect parent to help us on this mission than Serena Williams,”
said Andre Schulten, Vice President and General Manager Baby Care
North America, Procter & Gamble. “On or off the court, Serena
knows how important it is to feel comfortable while on the move and
she trusts Pampers Cruisers 360 FIT diapers to keep up with her own
little wild child, Olympia. Serena embodies what it means to be
active and spirited, and is instilling this in her daughter – which
is why we are so excited to welcome her to the Pampers family to
help show everyone that what some may see as wild, we see as a
naturally active and growing child.”
Watch the new #WildChild video starring Serena and
Olympia here and share your wild child’s moves with @PampersUS
using #WildChild #Cruisers360.
Additional Wild Child Statistics:
- Nearly 75% of parents believe that
society perceives a “wild child” as a bad thing.
- 84% of parents wish they could let
their child(ren) explore the world more freely without them being
judged.
- Nearly all parents (97%) believe
children can learn skills from being a wild child. The skill
parents most believe children can learn is creativity (81%).
- 65% of parents believe their child(ren)
are more active than a professional athlete.
- 60% of parents have had to or felt the
need to apologize for their child(ren) when they are doing
something in public i.e. off exploring or climbing on
something.
About Pampers Cruisers 360 FIT:
- 360º Stretchy Waistband: An
all-around stretch provides an adaptive and comfortable fit.
- Easy On and Easy Off: Pull the
diaper on and tear along the sides to take it off. Then roll it up,
secure with the tape and toss.
- Softness: Crafted with luxurious
material that is super soft like cotton.
- Air-Dry ChannelsTM: For
breathable dryness and up to 12 hours of protection.
- Dual Leak-Guard Barriers: Gently
seals around baby’s legs to protect where leaks happen most.
- Safe for Baby’s Skin:
Dermatologically tested, clinically proven hypoallergenic and
gentle for baby’s delicate skin. Independently reviewed and
accredited as skin safe by the Skin Health Alliance.
Pampers Cruisers 360 FIT diapers are available in sizes 3
through 6 for a suggested retail price starting at $11.99. Diaper
counts per pack vary by size. Pricing is at the sole discretion of
the retailer. The diapers are now available online and at major
retailers nationwide.
About Pampers®
For more than 50 years, parents have trusted Pampers to care for
their babies. Pampers is a part of The Procter & Gamble Company
(NYSE:PG) and is the #1-selling diaper worldwide. Every day, more
than 25 million babies in 100 countries around the world wear
Pampers. Pampers offers a complete range of diapers, wipes and
training pants designed to provide protection and comfort for every
stage of baby’s development. Visit www.pampers.com to learn more
about Pampers products, join the Pampers Rewards program, and find
ideas and information to help you and your baby ‘love the change’
together.
About Procter & Gamble
P&G serves consumers around the world with one of the
strongest portfolios of trusted, quality, leadership brands,
including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®,
Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head &
Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®,
Tide®, Vicks®, and Whisper®. The P&G community includes
operations in approximately 70 countries worldwide. Please visit
http://www.pg.com for the latest news and information about P&G
and its brands.
*According to a recent survey of 1,000 U.S. parents of children
aged 6-24 months by Wakefield Research for Pampers.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20190403005463/en/
P&G Baby Care CommunicationsLaura Dressman,
513-482-0619Dressman.lp@pg.comorMSLGROUP (for Pampers)Alan Danzis,
917-580-0585Alan.Danzis@mslgroup.com
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