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Pamper’s ‘Reality Show’: Hit Or Miss?

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While it’s rather well know that advertisers really want to corner the mommy market at times the approach fails in a fiery inferno of false understanding, and a few other misguided attempts.

Johnson & Johnson however may have joined the ranks of the very few who seem to have actually ‘gotten’ what they are trying to accomplish.  For the most part.

The company is following suit for the many moms who are turning off the television and turning to online entertainment and news.

From an article on the campaign:

At one point, Steve spends a day wearing a “pregnancy simulator” so he can better appreciate what his wife is going through. Another segment follows Steve and Suzie as they sign up for a “labor class.” The series also includes candid moments where Suzie admits to hormonal changes (“I do find myself snapping at him more.”) and Steve laughingly notes: “It’s nuts!”

(Source: Brandweek)

As for where you can find the series:

The Webisodes will run on Pampers.com, YouTube and DirecTV On Demand, and TLC will also promote the show. MommyCast, a weekly radio/podcast series, will interview the Barstons on what life is like after son Leo was born.

While the overall idea isn’t actually unique, the idea branches off due to the very small cameo by the product itself.  Pampers are only shown in one diaper changing scene, which while surprising was a redeeming quality.

What do you think of this approach?

Recommended:

Being Prepared for Spontaneity

Related posts:

1. Reality Show Families: Should Kid’s Really Be Involved?
2. Babies in Pampers Commercials
3. Product Review: Pampers Cruisers
4. Studies Show: TV Isn’t Magic

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