Proctor and Gamble 2010 Annual Report Download - page 23

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In ongoing conversations with moms and
dads around the world, the Pampers team hears
a common theme: We want the very best for
our baby. They also hear that improving babies’
lives more completely means designing a diaper
that is as comfortable as clothing, with zero
trade-offs in absorbency and dryness.
Launched in fiscal 2010, Pampers with Dry Max
is the brand’s biggest innovation in 25 years.
Dry Max’s 20% thinner, flexible design wears
more like clothing than ever, and is Pampers’
driest diaper ever.
Featured initially in Pampers Swaddlers and
Cruisers in North America, Dry Max was
launched in May 2010 in the Pampers New
Baby and Active Fit lines in the United Kingdom,
where May/June shipments of Active Fit were
up more than 20% versus a year ago. Pampers
is planning to expand Dry Max to more markets
in Europe in fiscal 2011.
Delighting Babies & Parents
with Pampers
The Procter & Gamble Company 21