A carefully crafted business slogan speaks volumes of it’s brand value and promise, successfully.
In many parts of the world, the word synonymous with diapers would be Pampers, just like Kleenex is tissue paper and Zerox is copying machine.
I thought this slogan was clever. By claiming that Pampers is “inspired”, Pampers is not taking any credit for it’s superior products. Pampers did not brag about it’s team of professionals (that is, adults) who researched and worked long and hard hours to develop a superior product. Instead, Pampers returned the glory to it’s little clients. Pampers didn’t say the product is made by a baby but as a parent, you believe you heard that Pampers is guided by the babies to come out with this fabulous diaper. Only a user can churn out a good product for another user, who has the same needs, wants and wishes. So, Pampers scored high points in its psychological appeal.
Now, the real story of how the Pampers Diaper come about:
Pampers diaper was first introduced to the world in 1961. They were the creation of Vic Mills who worked for Procter and Gamble. He was looking for an easier way to diaper his grandchildren. He thought it was a mess to use cloth diapers and it occurred to him that the pulp mill owned by Procter and Gamble might produce a clean, absorbent paper that just might work for a disposable diaper. Well, the rest like they say, is history.
Check out this 2006 TVC from Pampers during the Christmas season. Again, it tugs at viewers’ hearts by focusing on a child’s innocence..
- We’re Right Behind You. Every Step of the Way.
- Give your baby something you never had as a baby. A drier bottom
Check out more such slogans filed under “Famous Business Slogans” category. Learn from these world renowned establishments and see how you can create your own personal or corporate persona. Alternatively, I’m just an email away.