To promote their new “2x drier, 20% thinner, and super-stretchy” diapers, Pampers created a great guerrilla marketing campaign.
The main selling point of Pampers Cruisers is the fact that they let babies play easily and effortlessly without being slowed down by a bulky diaper.
To get this point across, Pampers chose the perfect medium: baby swings at playgrounds!
Swings were transformed into diapers imprinted with the slogan “Cruisers: Play on!”
Source: Direct Daily Blog