September 20, 2015
To help launch its new and improved Pampers Cruisers diapers, Pampers and PR agency Citizen Relations turned to Synergy to create and execute a nationwide tour that helped babies go from “sag”…to “swag.”
The Pampers Cruisers #SagToSwag Tour maximized engagement through an interactive and fun environment that featured kids showing off their dance moves, a video booth, inflatable slides, and other activities, while parents also had the chance to learn more about the product and receive a free Pampers Cruisers diaper pack.
The tour kicked-off at the iconic Flatiron Building in New York City, which included a special appearance by the award-winning actress (and mom) Jane Krakowski, who conducted interviews with numerous media outlets and shared parenting stories with consumers. From NYC, the Pampers Cruisers #SagToSwag Tour – complete with a branded Chrysler PT Cruiser – traveled to Chicago, Dallas, and Los Angeles. The 5th and final stop was San Francisco, which, in a social media vote among consumers, bested Denver and Seattle to host the tour in its city.
At each location, Pampers also made a diaper donation, as part of the brand’s commitment to supporting the happy, healthy development of each baby, and making life #BetterforBaby.
“We are delighted to bring babies and parents our new Pampers Cruisers diapers, which set babies free from diaper sag so they can move, dance and play without restriction,” said E. Yuri Hermida, vice president of North American Baby & Feminine Care, Procter & Gamble.