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Pampers teams with Paula Radcliffe for ‘Little Athlete’ campaign with limited edition packaging

Procter and Gamble brand Pampers has teamed with marathon runner and mother Paula Radcliffe to launch the ‘Pampers Little Athlete’ campaign.

Created with the help of Pampers Village Parenting Panel baby development expert, Dr Maggie Redshaw, the campaign provides tips and advice for parents on how to encourage their babies’ play through a series of online videos featuring Paula Radcliffe and her 16 month old son, Raphael.

As part of the campaign, and its sponsorship of the Olympic Games, Pampers is unveiling its Limited Edition GB Design Active Fit nappy, which will be available from this month.

Paula Radcliffe said: “As an Olympic Games athlete I know how effort and determination can help us reach our full potential. As a mum I see the same determination in my children as they learn to overcome every day challenges through play. That’s why I’ve joined Pampers Active Fit and the ‘Pampers Little Athlete’ campaign to encourage other parents to celebrate their babies’ play.”

Staff Writer

The Drum is all about modern marketing and media. In addition this website and The Drum magazine, the company is also responsible for the Recommended Agency Register - which aims to match the right agencies with the rights clients - and MiNetwork, an organisation which aims to make independently minded agencies more successful.

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