P&G Taps Oprah and Salma Heyek for Pampers Vaccine Promotion

April 8th, 2008

In what may be P&G’s biggest public-relations ad play ever, the CPG giant will donate one tetanus shot to an expectant mother for each package of specially marked Pampers diapers sold in August.  Yesterday, Oprah Winfrey announced the Unicef campaign on television show, along with Salma Heyek, who is spokesperson for the effort.  The star power provided by such a prominent African-American woman and Hispanic-American are thought to be especially valuable to Pampers because women from these demographics account for 40% of births in the U.S., and they have been underrepresentated among buyers of Pampers.  An advertising campaign in support of the effort breaks next Monday.  Crain’s Chicago Business  (Apr. 7, 2008)

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