• November 13, 2008

Procter & Gamble's Pampers brand has created an expanded social media site, Pampers Village, in which consumers can converse about parenting. The site, at www.Pampers.com, has categories of content: a section for maternal well-being, with information on fitness, nutrition, beauty and spiritual health; a section about infants; and a section on family and community that deals with things like family dynamics, recipes, vacation planning and the like.

The site, via Chicago-based digital agency Critical Mass and Saatchi & Saatchi Interactive in Europe, also has features like a downloadable desktop "pregnancy widget" for scheduling, looking for baby names, or linking to an "Out & About Guide."

Content for the site is via Pampers Parenting Network (PPN), a P&G-sponsored network of parenting gurus and medical experts. PPN members will be in Web Q&As, blogs, articles and video demos that will go live on the site during the year.

Pampers will promote its products on the site with a product selector for each stage of infant development; new-product "tours"; comment areas and a store locator.

The company said Pampers Village launched in European countries earlier this year, and ultimately will be available in 44 regions around the globe by the end of 2009. About Pampers.--Karl Greenberg