Pampers - TATItlon

Public Case Summary

Campaign: TATItlon
Brand: Pampers
Client: Procter & Gamble România
Lead Agency: Jazz Communication
Contributing Agencies: Graffiti Public Relations | Mediacom România

Public Case Summary:
Even though market leader, Pampers was under pressure due to intensified competition and needed to drive sales growth, aligning the right product, consumer & distribution channel.

Therefore, Pampers & Kaufland decided to unlock a deeper tension within millennial dads and activate their pride in their role, by launching “ TATItlon”, the competition that celebrates the champions of movement: dads and their babies. The campaign had the epicenter in a digital platform created for the competition, was communicated in digital, social media, events, DM, retail offers, and registered unexpected results.

Team: Andreea Calarasu, Creative Planner - Jazz Communication // Diana Papuc, Senior Art Director - Jazz Communication // Andreea Ghenoiu, Deputy Creative Director - Jazz Communication // Ramona Bilic, Media Manager Romania - Procter & Gamble Romania // Andrei Antal, Copywriter - Jazz Communication // Miruna Leonte, In-Store Expert Fabric & Baby Care - Procter & Gamble Romania // Corina Coman, Communication Director - Graffiti Public Relations // Miruna Dumitrescu, Group Creative Director - Jazz Communication // Nicoleta Mihailescu, Senior Marketing Manager Baby Care South East Europe - Procter & Gamble Romania // Nicoleta Iancu, Senior PR Consultant - Graffiti Public Relations // Diana Hernandez, Baby Care Brand Manager SEE - Procter & Gamble Romania // Mariana Oprea, PR Consultant - Graffiti Public Relations // Razvan Resmerita, Communications Director Fabric, Home, Baby and Fem Care SEE - Procter & Gamble Romania // Cristina Tudose, Digital Content Assistant - Graffiti Public Relations // Roxana Diaconescu, Digital Content Consultant - Graffiti Public Relations // Gabriel Miu, Art Director - Jazz Communication // Anca Vrabiescu, Digital Strategy & Performance Media Specialist - Mediacom Romania // Alexandra Vestineanu, Account Director - Jazz Communication // Monica Pietricica, Strategic & Activation Planning Lead - Mediacom Romania // Emi Chitu, Account Executive - Jazz Communication.

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