The Motherhood Pack

01 / The business problem

The first weeks after childbirth require care for both mother and baby, yet most baby-care communication and shopping journeys focus almost entirely on the newborn. Postpartum bleeding is an immediate part of recovery, but maternity pads are usually treated as a separate and less visible purchase. At an already overwhelming time, mothers are left to navigate two connected care needs through separate products and shopping journeys.

02 / The way in

The Motherhood Pack brought Pampers and Whisper maternity pads together in one postpartum care bundle. The concept expanded the meaning of baby care to include the mother, recognising that caring for a newborn should also mean caring for the woman who has just given birth.

03 / What we did

I identified an overlooked gap in the postpartum journey and connected two complementary P&G categories around one shared moment of need. The proposal included the consumer insight, product pairing, pack concept and strategic role for both brands. Pampers supported the baby’s earliest needs, while Whisper supported the mother’s recovery, creating a more thoughtful and convenient care solution for early motherhood. My role included identifying the postpartum need, connecting the categories, developing the proposition and pack idea, defining the role of each product, building the strategic case, and showing how the concept could extend both brands’ relevance in early motherhood.