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Pampers

Pampers

Company: The Procter & Gamble Company

Brand Value: $18,533 Million

Headquarters: Cincinnati, OH

Year on Year Change: -1%

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 US market, even though it sells at a premium price. Today, the brand also sells a range of related baby products, including wipes, waterproof diapers, and pull ups for older children. In its marketing, Pampers primarily targets first time parents aged 24-34 and often leverages traditional advertising channels like print and TV—though it has recently stepped up its digital efforts using AI to target expectant parents.  It is also known for sponsoring children’s TV shows, such as Sesame Street and Make Room for Baby. Recently, Pampers announced plans for creating Lumi, a smart diaper, in partnership with Google.  

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