Company: The Procter & Gamble Company
Brand Value: $22,000 Million
Headquarters: Cincinnati, OH
Category: Baby care
Year formed: 1961
In 1961, P&G introduced Pampers, its first disposable diaper. Since then, the brand has become the leading diaper in the United States market, even though it sells at a premium price. In its marketing, Pampers primarily targets first time parents, aged 24-34, commonly using traditional advertising channels, like print and TV. It is also known for sponsoring children’s TV shows, such as Sesame Street and Make Room for Baby. It promotes a vision of healthy, happy babies, and the parents who take care of them. The brand also sells a range of related baby products, including wipes, water-proof diapers, and pullups for older children. BrandZ research rates Pampers as one of the top brands among its consumers for innovation.