In an effort to further capture the growing mommy market, Procter & Gamble‘s Pampers division has launched a new series on Pampers.com and the brand’s Facebook page called Welcome to Parenthood, in which parents face the three major challenges of raising toddlers and infants: diapers, potty training, and bed time.
The 14 episode series releases every Monday, Wednesday, and Fridy through the end of July, and features short five to six minute videos of real parents talking about how they are coping with the rigors of raising children and offering general parenting advice.
For each episode, P&G will select from Facebook three consumer stories submitted as a part of an associated sweepstakes program. The selected stories will become part of a Digital Story Book on Pampers.com, and at the end of the series P&G will choose one story whose author will receive a free one-year supply of Pampers diapers.
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Welcome To Parenthood is co-sponsored by Abbott, the pharmaceutical company that produces infant products Similac and Beech-Nut, and is put together by Santa Monica based ZiZo Group.
Pampers has recently sponsored other ‘real parents’ programs including one featuring New Orleans Saints’ quarterback Drew Brees and his little boy and Daddy Play Date with celebrity parents Joel Madden, Marlon Wayans and Shawn Wayans.
