Jodi Allen, VP North American Baby Care at P&G, speaking at ANA's Brand Innovation Conference says the brand's bad press around diaper rash isn't changing the media strategy vis social media. "We
have to do everything we can to make sure parents are happy. So we will continue to foray ahead in social media.
She says as a result the company worked with parenting magazines and did
testing with mothers and babies and got quite a lot of awards."
She says the brand is "Increasing awareness behind the awards we have won, that this is mom tested and mom approved, so we are
dialing up communkications, and working with leading dermatologists and pediatricians about diaper rash and how our product or our competitors' products don't cause diaper rash.
She says the
brand is "significantly increasing" information in both text and video using leading experts. "We had planned events around Mother's Day, and it was going to be online only; but for May are running
this new ad on TV once again trying to build brand trust."