Pampers Diapers Launches New Web Series, 'Welcome to Parenthood,' That Chronicles Three Couples' New Parenting Journeys

Series Debuts on Pampers.com and Pampers Facebook Page to Provide a Touching, Genuine Look at Many of Life's Most Memorable New Parenting Moments

News provided by

Procter & Gamble

Jul 13, 2010, 09:00 ET

CINCINNATI, July 13, 2010 /PRNewswire/ -- Capturing the real experiences and emotions behind three couples' journeys through various stages of new parenting, Pampers® diapers, the world's leading diaper brand, takes parents along for an unforgettable ride in the honest and entertaining Web-based series, "Welcome to Parenthood," which is now airing on Pampers.com and can also be accessed on the official Pampers Facebook page.

Pampers is co-presenting the series with Abbott, the global health care company and maker of Similac® infant formula, and Beech-Nut®, experts in baby food since 1931, who have partnered with the goal of helping babies achieve extraordinary milestones. The 14-episode new parenting series follows three sets of parents, all raising children at different ages and stages of development, as they experience the challenges, fears, excitement and joys that come with holding the title of Mom and Dad. Each five-to-six minute episode is also filled with practical new parenting advice and key takeaways from the featured couple as they try to tackle different parenting milestones from baby proofing their homes to potty training their toddlers.

Beginning July 5th, every Monday, Wednesday and Friday until July 30th, a new "Welcome to Parenthood" episode will air on Pampers.com and the Pampers Facebook page. Viewers will be invited to participate in a sweepstakes in which they may share their own stories that are relevant to each episode's theme on the Pampers Facebook page. For every episode that airs, three Facebook-generated stories will be selected to be a part of a Digital Story Book that will live on the Pampers Website. At the culmination of the series, one story will be selected, with its submitter receiving a free one-year supply of Pampers diapers.

"At Pampers, we know that being a parent is truly the best job in the entire world," said Jodi Allen, vice president of North America Baby Care at Procter & Gamble. "The 'Welcome to Parenthood' series is an authentic look at the pride and excitement that moms and dads experience every day, as well as the challenges and fears that go along with being a parent. We hope that viewers will be able to share their parenting experiences with one another and partake in the joys of parenthood together."

The new parenting series was created and produced by The ZiZo Group, a digital content strategy company.

"This series was created to celebrate parenthood and the challenges, joys, and excitement that comes with being a parent," stated ZiZo President, Roger Fishman. "It brings to life the incredibly powerful mission and purpose of the Pampers brand, and is a shining example of how brands can connect with consumers through online content and communicate their message in an authentic and engaging way."

To view the "Welcome To Parenthood" new parenting series, please log on to www.pampers.com or the official Pampers Facebook page at http://www.facebook.com/pampers/.

About ZiZo

The ZiZo Group, Inc. (Zoom In / Zoom Out) is based in Santa Monica, California. Their focus is on serving a brand's consumers by providing a genuine benefit through content that is on equity for the brand and speaks to their core strategies. ZiZo develops digital content strategies and programs and provides turnkey production resources to produce and deliver the work.

About Pampers®

Pampers is a trademark of Procter & Gamble (NYSE: PG) and the company's largest global brand and is the world's top-selling brand of baby diapers. Our business is inspired by babies and toddlers, created by Pampers. For more information on Pampers diapers and the Pampers Parenting Network, visit http://www.Pampers.com.

About Procter & Gamble (NYSE: PG)

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 135,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

About Abbott

Abbott is a global, broad-based health care company devoted to the discovery, development, manufacture and marketing of pharmaceuticals and medical products, including nutritionals, devices and diagnostics. The company employs approximately 83,000 people and markets its products in more than 130 countries.

Abbott's news releases and other information are available on the company's Web site at http://www.abbott.com.

For more than 85 years, Abbott Nutrition has been developing and marketing science-based nutritional products to support the growth, health and wellness of people of all ages. Internationally recognized brands include the Similac® brand of infant formulas; the Gain® brand of growing-up milks; the PediaSure® brand of complete and balanced nutrition for children; and the Ensure® brand of complete and balanced nutrition for adults.

About Beech-Nut

Beech-Nut is a leading baby food brand in the United States, committed to high-quality, good tasting, and nutritious natural foods for babies and toddlers. Beech-Nut Nutrition Corporation is subsidiary of Hero AG of Lenzburg, Switzerland, a global leader in consumer goods and infant feeding.

SOURCE Procter & Gamble