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Pampers is the top-selling diaper/nappy brand in the US and P&G’s number one selling brand in the world. Using social media platforms to humanize the brand, Pampers’ Facebook page provides updates on employees’ pregnancies and new-baby milestones. Its loyalty programs are carefully engineered to master buying patterns of e-commerce shoppers. In fact, “Gift to Grow,” designed to reward parents for purchasing Pampers, was so successful that it expanded to Japan and has generated a substantial percentage of market share growth. Pampers also had a strong presence at the London Olympic Games and provided Limited Edition “USA” diapers and wipes to US Olympic athletes. Its Olympic presence extended to YouTube, where Pampers featured Canadian babies singing the national anthem in support of Team Canada. By successfully outpacing competitors, Pampers earns its spot in this year’s Best Global Brands report.
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