Brand Identity of Pampers

Brand Identity: It's not how people perceive the company. It's how the company wants their brand perceived.

From commercials with the happiest babies to packaging with pastel colors and smiles, Pampers strives for an identity that shows their loving nature. They make sure to emphasise their soft, sensitive, breathable diapers so that you know that they care about your baby as much as you do. Pampers' interest is not necessarily in having the strongest technology compared to leading brands. Advertisements are not constantly sharing statistics showing that they have the strongest grip or best chemicals in their diapers. They focus on their tender loving care that goes into their brand.

When I hear the word "Pampers", I think of happy, cute babies, diapers, and warm feelings. When other people hear the word "Pampers" they think of diapers, smiles, the yellow heart in the logo, pastel colors, care, happy babies, memories, and witnessing milestones in life such as "baby's first steps". Also, when people think of diapers, Pampers is one of the few brands they think of. Why? Because Pampers works to create brand awareness.

Pampers places their consistent logo in commercials, on packaging, on their website, and in many other kinds of advertisements. They keep a simple white rounded font, accent it with a yellow heart above, and usually put it on a pastel green background, and sometimes a few other pastel colored accents around it. Pampers chooses pastel colors to show the softness behind their company. Again, the heart above the logo symbolizes the loving care that they strive to be perceived as having. I also believe that the rays coming from the heart show that their love spreads out to people. For example, Pampers teamed up with UNICEF to help protect women and their newborns from tetanus. For every specially marked package that was sold, they donated the cost of one vaccine to UNICEF and ended up donating over 45 million vaccines. This action has shown consumers how Pampers works for the world to have a better tomorrow.

When you visit Pampers.com, you see many educational articles and online communities where adults can connect with the brand. This shows another aspect of their brand identity. They want to show parents that not only does the brand care about their babies, but Pampers also cares about them. Their brand value proposition says "The Pampers Parenting Institute is committed to providing parents with the best in information and support from the world’s leading experts in child health and development." This gives people hope and support when going through a very important part of their lives.

When babysitting, or picking things up at the grocery store for an aunt, I choose Pampers because they are a brand I have grown to trust and admire. Other people may choose Pampers because they recognize the brand and because they offer many extras along with their products such as the good feeling of donating vaccines to UNICEF, and expert parenting advice.

-Krystal