Procter & Gamble Canada is introducing its Cadillac of disposable diapers, Pampers Premium, to the Canadian market.
The new unisex diaper, offering the latest technology including a plastic outside covering with cloth-like texture, higher absorbancy and fasteners similar to Velcro, is expected to gain full distribution by the end of January.
Pampers Premium will be more expensive than Pampers Prints or Regular Pampers, although no price is being released at this time.
A national tv and print campaign, created by DMB&B Toronto, will launch when full distribution has been reached.
Pampers Prints, another line of diaper that was sex-specific, has also become unisex.
The diapers will still carry a print design consisting of smiling teddy bears with no sex-specific coloring.
The latest technology in absorbancy has eliminated the need for sex-specific diapers that required heavier absorbancy in different areas for boys and girls, says Jacqui d’Eon, p&g spokesperson.
Pampers Stretch will still be available in boys and girls lines.
D’Eon says Pampers Premium is targeted to those parents who want the latest technology available in diapers – the best of the best.
She says the diaper is not meant for an upscale consumer, simply a parent looking to offer a baby as much comfort as possible.
p&g is second to Kimberly Clark in the $700 million Canadian disposable diaper market. Pampers Premium is also being introduced in the u.s.
