My diaper-buying days are over (until 100 years from now when I’m a grandma, perhaps). But, when I did buy dipes, I bought Pampers, just like a gazillion moms today and tomorrow. And, that’s why Proctor & Gamble is having such a hard time convincing moms there’s nothing wrong with its latest innovation in diapers called Swaddlers Dry Max.
Irate mothers launched a Facebook page, “Bring Back the Pampers Cruisers, Dump Dry Max” claiming the new diapers cause chemical burns. They very well may in spite of the 50 mommy bloggers who tested the product prior to launch. If my beloved newborn had heat rash beyond normal, I’d point a finger at the diaper, too.
On May 16, the Facebook page had 1,052 “likes.” In the scheme of things, that’s a paltry figure compared to the population of diaper-buying families. But it’s enough to warrant positioning in a front-page story in the Wall Street Journal’s “Marketplace” section, on blogs across the country, and in conversation from mommies’ mouths to other mommies’ ears. In a quick run through the blogosphere, the story is growing with a thousand+ views at this post on Gather, for example.
So, what gives?
It’s the power of word of mouth marketing and the influence mommies have on product success. This is another fascinating study (marketing classes are very busy watching corporate America struggle with negative case studies in word of mouth marketing) about the influence of viral social media.
An extremely tiny proportion of customers have taken action against a behemoth, and they’re being heard. Could there be a diaper recall? Some are suggesting so. If I were a diaper-buying mom, I’d be watching my kid’s behind closer than usual, too.
The question becomes…why do companies believe they must fix something that’s not broken in the name of innovation? If you’ve got a good thing going, don’t mess with what works…no complaints are a really good thing P&G.
Moms and Dads, care to weigh in?
I’m still buying diapers, Jayme, and we buy Huggies. Why? Because they sell ’em at Costco. Read: Cheaper! We’re talking about something the babes are going to pee in then throw away. But, if I thought dipes were giving my kid a rash, I’d switch brands in an instant and as long as it worked (i.e. held the pee, comfortably for my kid) I wouldn’t go back.
Now, consider infant formula. Wonder how most parents make their choice? Unless the babes have an intolerance to it, they use the brand the hospital gave them when the baby was born – even if it’s months later after breastfeeding. A little bit of free formula flying around – instant brand loyalty.
Was hoping you would weigh in since this is top of mind every day for you.
Back in the day, my sister bought Huggies for boys and I always bought Pampers for girls. Regardless, it comes down to baby comfort and what stays dry longest!! I can also attest to the infant formula brand loyalty thing, too! Who knew OB nurses would be brand brokers?
Thanks for reading and your comments, Elizabeth!
Great information! I’ve been looking for something like this for a while now. Thanks!
Jayme did you see https://adage.com/article?article_id=143963 ? Looks like you were ahead of the curve!
When you read that piece in Ad Age, you can only drop the jaw further and marvel at the budgets these conglomerates have to do “experimental” marketing. That just means throw the pasta on the wall and see what sticks!
Crikey. If only…thanks for sharing that piece; not sure I was ahead of the curve, just following the pathway closely.
See you around the bend, Jenn!