Pampers + WhisperThe Motherhood Pack
Postpartum care concept · Cross-brand bundle · Consumer journey
Conceptual work · Cross-brand bundleConceptual work. A proposed Pampers and Whisper bundle for the first weeks after childbirth.
01 / The problem
Baby-care shopping journeys are built almost entirely around the newborn. A mother's own recovery in the same weeks, including postpartum bleeding, is bought separately, further down the aisle and with far less guidance. Two connected needs, arriving at the same moment, are treated as unrelated errands.
02 / The insight
Caring for a newborn and caring for the woman who just gave birth are one situation, not two shopping missions. If the pack acknowledged both, the category could speak to the mother as a person and not only as a carer.
03 / The concept
The concept proposes a single postpartum bundle combining Pampers products for the baby with Whisper products for the mother, sold as one purchase at the point where new parents are already shopping. It defines a role for each brand inside the bundle, a pack idea that makes the dual purpose immediately readable on shelf, and the moment in the journey where the bundle would sit. This is a proposal: it has not been produced, tested or launched.
04 / My contribution
Strategy & proposition
- →Identified the postpartum gap in the baby-care shopping journey
- →Connected two P&G categories around one shared moment
- →Wrote the proposition and the strategic case for each brand
Concept development
- →Developed the bundle idea and how it reads on shelf
- →Defined the role of Pampers and of Whisper inside the pack
- →Placed the bundle in the new-parent purchase journey
05 / What the concept proposed
A proposed Pampers and Whisper bundle that treats the newborn's needs and the mother's recovery as one purchase. Conceptual work: not produced, tested or launched.
From the concept
