At the ANA Brand Innovation Confeence Jodi Allen said she had four kids in less than five years. "I would have more, and my husband was like, 'have you lost your mind.'" She says between her sister
and her there are 21 kids. "I tell you that because when I came to Pampers, I realized that the insight I think we need to be about at Pampers is that yes, being a parent is most wonderful thing that
can happen to you but it's the most challenging and demanding."
She says Pampers marketing has to sympathize with parents. "IF we can be there in all the times not just the good times we'll be
a brand they can trust."
Allen, who is VP, North American Baby Care at P&G, said Pampers' brand character is driven by the idea that the brand has to be where parents are. "Dont expect
them to come to us; engage them where they are. We have a long way to go."
She said the brand has to be relevant. "In the U.S. 25% of births are to Hispanics, and a growing number are to
single-parent households." She says the brand has to be entertaining in ways parents of infants with little free time can consume it. "We also have to be unexpected and invite them to participate. We
are still early on in that, we have a ways to go to invite people into our brand. I personaly love giving up control and puttting brand in the hands of parents, but that's a culture change."