• Cincinnati Enquirer , Monday, November 24, 2008 10:45 AM

It appears that Pampers, in its middle age, suffered through the same existential crises that so many baby boomers have been through in recent years. What, we ask, is the meaning if it all?

Thanks to meetings and research conducted by the keepers of the brand flame a while ago, the diaper got an answer that goes beyond keeping bottoms dry: "The purpose of Pampers ... is to be a partner with mothers in the physical, social and emotional development of their children," David Holthaus reports.

This insight led to the creation of diapers that feel better, to research that found babies sleep better when wearing diapers, to a Web site that features articles and other information from childhood experts, and to new products such as Pampers Stages. It also led to a mutually beneficial partnership with UNICEF.

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