Loew ybe hatches pods campaign for Pampers

Nappy brand Pampers has appointed agency Loewybe to create a retail-specific roadshow in the UK. The tour will compliment Pampers' World of Babies global marketing initiative, which is currently being toured around UK city centres by rival agency Lime.

Loewybe is "bringing the World of Babies concept to life" at 12 supermarket entrances across the UK, in a 14-week tour that will run to the end of April.

The roadshow asks shoppers to walk through 16.5m-long "caterpillars" to several "experience pods".

These include the Womb Pod, where visitors discover what babies feel and hear inside the womb, and the Learn Pod, which aims to help parents understand the challenges faced by toddlers. The final pod is manned by brand ambassadors who are on-hand to advise parents on Pampers products and hand out t-shirts, babygrows and Early Learning Centre vouchers.

The agency is also setting up smaller "Insight Booths" in the foyers of 110 stores where there is limited space. Marketing agency Arc is managing the in-store promotional activity.

Loewybe managing director Sharon Richey said: "We've worked with the Pampers brand for four years on a number of initiatives. We devised the caterpillar idea as an effective way to take the message to the masses and boost both equity and sales."


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