• by Les Luchter , July 5, 2024

“That’s So Baby!,” a just-launched web content series from Procter & Gamble’s Pampers, is designed to feel like a ‘90s sitcom, right down to its star: Tisha Campbell, known for her turn in that decade’s Fox sitcom “Martin.”

If you’re wondering what role a now 55-year-old could play in diaper marketing, the new sitcom is specifically promoting Pampers’ Diaper Stash, a brand launched last year as a fund parents create in order to “stock up on all the diapers and wipes they need, when they need them.”

Friends and family were invited to contribute to such a fund, but now Pampers has introduced a feature allowing them to also create a Diaper Stash.

Think gift-giving.

“Oftentimes at baby showers, expecting parents are gifted too many diapers in the smaller sizes (that may go unused) or not given nearly enough diapers relative to how many they’ll go through,” Diaper Stash Brand Director Lindsay Gilbert, said in announcing the sitcom.

In “That’s My Baby!,” Campbell plays a grandmother-to-be, who adds, “At baby showers, people give random diaper sizes, and half the time, it’s not the size you need…And beyond the baby shower, friends and family are always looking for ways they can support the parents in their life once baby arrives.”

Parents can use the funds from their Diapers Stash to purchase diapers and wipes online from major retailers, or they can scan receipts from brick-and-mortar stores for reimbursement.

Produced by Kevin Hart’s Heartbeat, “That’s My Baby!” consists of four episodes, each a couple of minutes long. The series also stars Tristan Mack Wilds (HBO’s “The Wire,” The CW’s “90210”) as the dad-to-be. 

His character’s catch phrase? “Diapers come in different sizes?,” he asks innocently.

Yes, dad. Pampers actually offers more than three dozen different SKUs of baby diapers and pants.

It competes in the market mainly with Kimberly-Clark’s Huggies.

The market itself is huge, with Statista Market Insights projecting 2024 U.S. revenues of $7.9 billion, a figure projected to grow at 2.42% annually through 2029.