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    Pampers Launches Biggest Innovation in 25 Years

    For the official launch Pampers’ new diaper products featuring Dry Max — which manufacturer Procter & Gamble (P&G) calls the brand’s most important innovation in a quarter-century, Pampers invited famous parents, including Padma Lakshmi, Marcia Gay Harden, Ana Ortiz, Kelly Rutherford, Matthew Settle, Eric Mabius, Team USA medalists Chad Hedrick, athlete Noelle Pikus-Pace and designer Liz Lange, along with their little ones, to a celebratory bash in New York City.

    For the official launch Pampers’ new diaper products featuring Dry Max — which manufacturer Procter & Gamble (P&G) calls the brand’s most important innovation in a quarter-century, Pampers invited famous parents, including Padma Lakshmi, Marcia Gay Harden, Ana Ortiz, Kelly Rutherford, Matthew Settle, Eric Mabius, Team USA medalists Chad Hedrick, athlete Noelle Pikus-Pace and designer Liz Lange, along with their little ones, to a celebratory bash in New York City. Featuring a VIB (“Very Important Baby”) play area, demonstrations of Dry Max technology and remarks from key influencers, the event emphasized all of the key benefits of new Pampers Swaddlers and Cruisers with Dry Max.

    To help demonstrate the thinner, sleeker design of new Swaddlers and Cruisers with Dry Max, Pampers enlisted Lange to come up with a limited-edition diaper clutch specially designed for the innovative diapers. Moms can carry a day’s worth of Pampers with Dry Max diapers in the bag, which offers interchangeable stroller, shoulder and wristlet straps for convenient carrying, as well as compartments designed to hold necessities for mother and baby alike. A limited number of clutches are for sale on eBags.com.

    “As a mom, as soon as I learned about the Pampers with Dry Max diapers, I was inspired to create this new diaper clutch to specially fit this new line,” noted Lange of the “chic, versatile alternative to the bulky diaper bag.”

    As well as the partnership with Lange, Pampers has teamed up with several athletes and their families, including Super Bowl MVP Drew Brees and baby Baylen, Vancouver Olympic Winter Games speed skating medalist Hedrick and daughter Hadley, and skeleton World Champion Pikus-Pace and daughter Lacee, to promote the products.

    Along with a more streamlined look, the revamped design also helps families reduce their impact on the environment by containing 9 percent less material weight, which helps ensure that fewer resources are used, according to the brand.

    “After years of research, we are celebrating that our new Pampers Swaddlers and Cruisers with Dry Max have finally arrived on store shelves, featuring benefits that will score big with parents and babies while being one step better for the environment,” noted Jodi Allen, vice president of North America Baby Care at Cincinnati-based P&G. “Just like the way technology is getting thinner, smaller and better than before, so is our new diaper line. You could say it is our first high-tech diaper — it has a high-performance core that helps lock wetness in for up to 12 hours while its new, thinner design is more convenient for moms. Plus, since fewer resources are used in this diaper line, if every Pampers Swaddlers/Cruisers mom switched to Pampers with Dry Max, together they could save approximately 20 million pounds of trash ever year.”

    More information on the new Pampers products, as well as other recent entries in the diaper category, can be found in the upcoming April 2010 issue of Progressive Grocer.

    Pampers Swaddlers and Cruisers with Dry Max are available in sizes 3 through 6 at mass, discount, baby specialty and grocery stores, with the same retail pricing as the current Pampers Cruisers.

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