Pampers tripled revenue in 12 years after repositioning around child development
Jim Stengel · BONUS: Brand Building Live at Cannes Lions · Jul 26, 2024 · at 9:29
Former Procter & Gamble Global Marketing Officer Jim Stengel discusses the late-1990s turnaround strategy for Pampers against competitor Huggies.
0:00 / 0:12exact quote · 12.3s
720p mp4 · rendered on demand · StarZero watermark
“We united the Pampers global team, and within about 12 years, this was a big brand when we started, P&G's biggest brand. We tripled our revenue. And improve the profitability, and set an example, frankly, for P&G corporately.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
More from Jim Stengel
Nike's Colin Kaepernick campaign would have failed if the brand wobbled
“So I think if you're going to take a stand like that, which I think was right for them, and right for their brand, and right for their values, it worked. If they had wobbled, it would have been a very different story.”
The core strategy of influencer marketing remains unchanged from prior eras
“So the strategy is no different. It's just it happens right now at scale more quickly because of the platforms, and it's changing. Someone who's an influencer today may not be next month.”
Young consumers punish brands for broken promises, not for cultural neutrality
“I think they punish brands when they don't do what they say they're going to do, and they're not relevant to them.”
P&G exited the cookie market after underestimating competition and variety demand
“We underestimated our competition, and we underestimated the consumer's desire for massive variety in cookies, and we had like five flavors of chocolate chip. So, we ended up exiting the business and we just, it was not our specialty.”
P&G's executive team conducted field research before every quarterly meeting
“By the way, our executive team at P&G, we met quarterly. This is the top management. Before our quarterly meeting, we would always do an immersion. We'd go spend time with people who were not like us.”
Downy's global low-rinse formula stemmed directly from Latin American field research
“And what came out of that, and some great research by R&D people, is A new product that took the suds away after you did your wash. Now that sounds like it's maybe silly, but these people are carrying water sometimes a mile, two miles, three miles to do their …”