Celebrate the London 2012 Olympic Games with the Special Pampers Limited Edition

Pampers teams up with Paula Radcliffe to celebrate babies’ spirit of play through the Pampers Little Athlete campaign

Pampers Limited Edition GB Active Fit nappy pack. (Photo: Business Wire)

LONDON--()--Did you know?

  • A cruising baby can take as many steps as a marathon runner in a race within 24 hours.1
  • A crawling baby moves 8 times more than an adult just to get to the same place.2

The efforts babies go to to overcome everyday challenges rival world class athletes in their effort and determination.

As the world’s greatest athletes descend upon London for the 2012 Olympic Games, Pampers, a P&G brand, has teamed up with Paula Radcliffe, Olympic Games marathon runner and mum to Raphael (16 months) and Isla (4 years), to launch the ‘Pampers Little Athlete’ campaign - helping mums celebrate the playtime achievements of their own little athletes.

Paula Radcliffe says, “As an Olympic Games athlete I know how effort and determination can help us reach our full potential. As a mum I see the same determination in my children as they learn to overcome every day challenges through play. That’s why I’ve joined Pampers Active Fit and the ‘Pampers Little Athlete’ campaign to encourage other parents to celebrate their babies’ play.”

To salute the spirit of play in every baby across the UK, Pampers is introducing a Limited Edition GB Design Active Fit nappy, allowing mums and babies to show their national pride.

Pampers Active Fit nappies feature a unique 3-way fit for optimal leakage protection on the legs, waist and bottom and are the high-performing play gear that helps enable babies to play at their best.

“I understand the importance of having the right kit to help me achieve my athletic potential,” says Paula Radcliffe. “Pampers Active Fit is the perfect fit for my little athlete as it helps him play the best he can, thanks to its unique 3-way fit.”

Parents can learn a lot from how their babies play, and how best to support and nurture their own unique spirit of play. That’s why Pampers has developed the Pampers Little Athlete campaign. Created with the help of Pampers Village Parenting Panel baby development expert, Dr Maggie Redshaw, the campaign provides parents with tips and advice on how to encourage their babies’ play, through a series of online videos, featuring Paula Radcliffe and her son, Raphael.

Dr Maggie Redshaw, says, “With every playtime your baby is learning more and conquering his every day challenges, from scaling the sofa to running down the hallway. It’s important to reward these achievements as well as encouraging them in moving onto the next stage.”

To find out more about the Pampers Little Athlete campaign go to the Pampers UK & Ireland Facebook page (http://www.facebook.com/PampersUKIre).

Ends

Notes to editors:

Pampers limited edition Active Fit nappies are available instore from April 2011.

Pampers Active Fit nappies are available in size 3 (9-20lbs / 4-9kg), size 4 (25-44lbs / 7-18kg), 4+ (20-44lbs / 9-20kg) and size 5 (24+ lbs / 11-25kg). A carry pack costs around £6.49 RRP*.

Active Fit has received the Seal of Approval from Allergy UK; so mums can feel confident that the product is kind on their baby’s delicate skin.

*Note: Pricing is at the discretion of the retailer.

About Procter & Gamble in the UK and Ireland

P&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of trusted, quality brands. The Company's leadership brands include including Pampers®, Ariel®, Always®, Pantene®, Mach3®, Fairy®, Pringles®, Lenor®, Iams®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®. Ace®, Febreze®, and Ambi Pur®. With operations in about 80 countries and with approximately 6,000 of our global workforce working in the UK and Ireland, P&G brands are available in more than 180 countries worldwide. Please visit http://www.pg.com/en_uk for the latest news and in-depth information about P&G and its brands.

P&G’s global partnership with the IOC in support of the Olympic Movement reaches through the next five Olympic Games from London 2012 through the 2020 Olympic Games

In addition to Pampers’ activity with Olympic athlete Paula Radcliffe, P&G is supporting the person who has made it possible for athletes like her to realise their Olympic dreams: their mum. As the Proud Sponsor of Mums, P&G helps mums every day with brands that make life a little easier. As part of the London 2012 Olympic Games, P&G’s ‘Thank You, Mum’ campaign will help improve everyday life for more than one million mums around the world with a commitment to raise $5 million to support youth sport. P&G will also help thousands of mums of Olympians experience The Olympics with their children by providing services and event tickets in London.

1 O’Malley, M. 1996, Normalization of temporal-distance parameter in pediatric gait, J. Biomechanics 29, pp.619-625.

2 Adolph, K. et al. (1998). “Learning To Crawl: Child Development, 69(5), pp 1299-1312.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50225028&lang=en

Contacts

For more information, including packshots, campaign images, interviews with Paula Radcliffe, Dr Maggie Redshaw, contact Fleishman Hillard:
Gemma O’Sullivan
Tel: 020 7395 7033
Email: Gemma.O’Sullivan@fleishmaneurope.com
or
Rachel Bowden
Tel: 020 7395 7127
Email: Rachel.bowden@fleishmaneurope.com

Contacts

For more information, including packshots, campaign images, interviews with Paula Radcliffe, Dr Maggie Redshaw, contact Fleishman Hillard:
Gemma O’Sullivan
Tel: 020 7395 7033
Email: Gemma.O’Sullivan@fleishmaneurope.com
or
Rachel Bowden
Tel: 020 7395 7127
Email: Rachel.bowden@fleishmaneurope.com