Pampers has launched its smallest ever nappy, designed for premature babies and is donating three million of the Pampers Preemie Protection size P3 nappies to UK hospitals’ Neonatal units.
Designed specifically to meet the needs of premature babies, the Size P3 nappy is three sizes smaller than a regular newborn nappy and is suitable for babies weighing smaller than 1.8lb.
The launch is being supported with an advertising and social media campaign, encouraging all parents to share photos of their little ones with a raised fist, to celebrate the fighting spirit that premature babies show every day. For every picture shared using #powerofbabies, Pampers will donate £1 to the charity.
Ian Morley, commercial director at P&G, said: “The happy and healthy development of every baby, including the tiniest little fighters, is our priority, which is why when nurses asked us to design a nappy for the most vulnerable babies, we rose to the challenge. It took us three years and over 10,000 hours of research to develop the new P3 nappy, which is designed to provide comfort and protection for the smallest babies.”
Baby Care is an important category for the convenience channel, with over half a million households buying a baby product in a convenience store in the last 12 months.