Saatchi & Saatchi Cape Town, Cape Town Follow Update

  • The Foundry Ebenezer Road Greenpoint
  • Cape Town
  • South Africa
  • Phone: (+27) (011) 548-6005

Pampers - "Siza" - Saatchi & Saatchi Cape Town

  • Siza
  • Pampers
  • Procter & Gamble
  • Saatchi & Saatchi Cape Town
  • South Africa
  • Crusade against wet bottoms
Product NameDiapers
Product CategoryDiapers
MarketSouth Africa
LanguageEnglish
Media TypeTelevision
Length61 Seconds
Awards IPA Effectiveness Awards, 2000 () for International Award
IPA Effectiveness Awards, 2000 (Winner) for 4-Star
For the happiest driest babies.

Concept

South Africa is a country of fine weather, low average income and relatively in expensive domestic help. How then, do you convince South African mothers to pay a premium to diaper their babies in Pampers?

Saatchi & Saatchi and Procter & Gamble were able to do just that, exploding the disposable diaper market in South Africa and achieving over a three-to-one return on their advertising investment through market share and profit growth.