Pampers

1How Pampers broke through in China by selling sleep

• Pampers stalled in China until P&G sold sleep instead of cheap diapers. P&G first sold ten-cent Pampers in China as a containment product, and sales were weak. Reframed around better sleep, with research showing babies slept thirty more minutes, Pampers reached about $1.6 billion in sales and roughly 30 percent share by 2013.

  The book uses the case to show how a product framed only around its functional job can stall. The sleep framing spoke to what parents got from the product, not just what it did.

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• Specify functional, emotional and social dimensions in every brief and message. Most companies over-focus on the functional job and miss the rest. The lesson is to name all three dimensions in each brief and to message the full progress customers get.

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