Pampers Partners With Abbott For Web Series

Procter & Gamble's Pampers division is launching a series of Web-based videos called "Welcome to Parenthood," on Pampers.com and the brand's Facebook page.

The effort is co-sponsored by pharma company Abbott, which makes Similac, Pedialyte, PediaSure and EleCare*. The CPG giant says the program includes 14 episodes featuring real parents talking about how they are dealing with the rigors of parenting. The three sets of parents appear in five- to six-minute videos that are also meant to offer parenting advice.

In the videos, the parents deal with the usual steeplechase of parenting infants and toddlers: diapers, potty training and getting the child to sleep.

Per P&G, a new episode will be launched every Monday, Wednesday and Friday on Pampers.com through July. An associated sweepstakes program encourages consumers to upload their own stories to Pampers' Facebook page as long as the stories are relevant to the current episode.

The company will select from Facebook three of these consumer stories for every episode that airs. The selected stories will become part of a Digital Story Book on Pampers.com. At the end of the series on July 30, P&G will select one story as winner, with the person who submitted it getting a free one-year supply of Pampers diapers. The series is via Santa Monica-based ZiZo Group.

Pampers has done similar real-parents programs lately including featuring New Orleans Saints' quarterback Drew Brees and toddler son, Baylen, and a "Daddy Play Date" in New York City on Father's Day with celebrity parents like Joel Madden, Marlon Wayans and Shawn Wayans.

Editor's note: The article has been amended post-publication.