Pampers wins big at P&G awards

Syed Zeeshan Shams and his team nab Best Canadian Brand Building and Best Marketing of a Product Initiative, with additional nods to CoverGirl, Gillette and Quadrant Marketing.

Syed Zeeshan Shams, category brand manager, baby and toddler care, led the Pampers team to victory at last night’s P&G Canadian Marketing Awards in Toronto. The team took home the Best Canadian Brand Building award, as well as Best Marketing of a Product Initiative for Pampers Dry Max.

‘The Pampers Canada team feels proud on our journey to market leadership and feels extremely honoured to be part of the prestigious Best Brand Building club,’ says Shams.   

This year, the Pampers team kicked off the brand’s biggest digital campaign to date, supporting the launch of Pampers Dry Max in Canada with a blend of viral video, social media, online sampling, e-commerce and contesting. This built on the foundation laid by Pampers Village, an online community for moms that receives 20,000 UMVs in Canada.

Pampers also reached out to the medical community, resulting in several campaigns unique to Canada – such as ‘Dermatologist Recommended’ and ‘#1 Choice of Hospitals’ – that reassured moms via digital, print, direct to consumer and in-store plans.

Shams is also in the running for strategy‘s Marketer of the Year, the results of which will be announced in December.

Here’s the full list of winners from this year’s P&G Canadian Marketing Awards:

Best Canadian Brand Building: Pampers
Marketing Capability:
Jennifer Seiler
Lindsay Campbell
Mastery in Action:
Connie Wong
Agency of the Year: Quadrant Marketing
Best Marketing of a Product Initiative: Pampers Dry Max
Best FMOT: Costco Team HABA Adjacency
Best Digital Marketing: Gillette ProGlide Prelaunch
Best Commercial Innovation: Swiffer Dusters Trial Program
Best Search and Reapply: Shoppers Drug Mart Doll and Dash
Best Holistic Communication: Corporate Scale Smart Beauty Buys
Best Communication Innovation: CoverGirl Lashblast Length Transit Campaign