Creative Direction & Strategy | Writing 

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In March 2024, our Pampers client came to us to help elevate the look and feel of Pampers Pure on Amazon and Target. Pampers Pure Diapers are the most expensive in the Pampers portfolio, but the creative was not breaking through to the customer who expected a more sophisticated, natural approach.

 

We proposed a strategic design strategy that used natural light, neutral simplicity and lighter font weights to convey quiet luxury. We also incorporated more baby and parent moments, knowing that lifestyle photography triggers mirror neurons and facilitate positive feelings of love. We took cues from the beauty world with a focus on skincare, benefits and ingredients. In the end, the client was thrilled. We still felt like Pampers, but a softer, more sophisticated version.