Unlike adults, babies develop in incredible ways as they sleep.This idea uses the adult world to let us see the power of babies' sleep and why Pampers are made to help them sleep better.

We launched on TV: we planted the thought that babies’ sleep is the time for all their amazing developments by contrasting it to adults’ sleep.

Print showed the incredible ‘To Do List’ that babies work through every night.Our road-shows took parents on a 12 hour journey through baby’s sleep, experiencing hyper-busy mental activity and even the accelerated growth babies experience via the shrinking room! Weary mums could consult our sleep experts online or get a sleep-fix in our Sleep Pods.

Our in-store told mums how (if they were a baby) they would shop better with their eyes closed.

The campaign delivered the highest level of in-store visibility in the past few years, with record levels of features, demonstrators, displays, in-store theatralisation, bringing the campaign idea inside the stores.

Incremental 'free' media coverage of the event was significant, with coverage in TV, radio, newspapers and parenting magazines for generating 16MM+ impressions.In the first month after launch, the volume share of Pampers Baby-Dry grew by 4% versus the previous year, and by 5% versus the 6 months before launch.In the same period, Kimberly Clark’s competitive nappy share was down 9% versus the previous year.