Pampers may just have reinvented the diaper. Their new Dry Max diaper is 20 percent thinner than its counterparts, and more absorbent, too. Plus, it uses less raw materials, including wood-based fiber, which means it’s more environmentally friendly than regular diapers.
Proctor & Gamble claims it’s the most innovative change in diapers in 25 years. Heck, even former President Bill Clinton is impressed.
So why, then, is there a Facebook page dedicated to “Pampers bring back the OLD CRUISERS?”
It’s a little matter of marketing. Pampers rolled out the new product to early markets, but without an advertising campaign or even new packaging, the response wasn’t pretty. Consumers, confused about why their diapers suddenly felt thin and cheap, started a small but vocal online campaign against Dry Max. One user, known as AedansDad22908, has posted at least 50 comments on PampersVillage.
P&G says that actual complaints about the Dry Max diapers have been in the normal range, and that they’re confident that once consumers hear about the benefit of the new diapers they’ll be pleased. But in the mean time, the 25 fans of the Facebook page aren’t giving up.
“Keep fighting everyone our little ones are at stake,” says one mom. While site admin Rosana Shah encourages fans to spread the word: “We are trying to make sure that everyone is aware of the pitfalls so that people don’t go out and waste money diapers that cause HARM to their kids. Please tell all your friends at Church, library, docs office, school, any where and every where,” she writes.
Is it David vs. Goliath? Would these parents be so angry if they hadn’t felt like P&G had tried to “fool” them? And are parents really this brand loyal about their diapers? I always bought whatever was on sale. Share your thoughts with us in comments.
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