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Pampers Reboots Brand And Harvests First Party Moments

Plus: WaterWipes thickens wipes, raising sensitivity stakes

Author

Avinash Duggempudi
September 24, 2025 • Estimated Reading Time: 6 minutes

Baby Boom

Here's what's happening this week in the world of maternity and baby eCommerce:
- Pampers repositions with NFL splash and UGC engine.
- WaterWipes refreshes formula; thicker, softer, stronger.
- Amazon couponing accelerates stroller accessory attachment sales.
- Paid lifestyle TV doubles as retail media for moms.
- Buggy game launch underlines zero-friction checkout urgency.

⏱️Why Finance and Marketing Measure Growth Differently and How to Bridge the Gap?

At eTail™ Connect West, Fospha’s VP of Growth Jamie Bolton hosted a panel with leading retail brands on the future of measurement. Three themes stood out:

  • No single model is enough: Teams combine MTA, MMM, and incrementality for a fuller picture.

  • Finance vs. marketing tension: Finance demands proof; marketers need daily direction.

  • Speed vs. rigor: Annual MMM updates can’t keep pace with weekly budget shifts.

👉 Fospha closes that gap - the only full-funnel MMM delivering daily, ad-level insights built for teams to grow DTC, Amazon & Beyond.

📌WEEKLY MUST-KNOWS

Pampers launched a refreshed brand platform, “Behind Every Baby,” with a 60-second hero film during NFL opening weekend and a social activation inviting newborn photos for a chance to win a year of diapers. The move pairs legacy storytelling with first-party content capture at scale. Expect heightened media pressure in the diaper aisle and collaboration opportunities across Swaddlers, Cruisers 360 and NICU-aligned lines.

WaterWipes refreshed its wipes, keeping 99.9% water and a drop of fruit extract while becoming twice as strong, thicker and softer. The upgrade tightens positioning in the sensitive-skin segment and may prompt PDP claim updates, creative refreshes and in-store planogram checks. Retail and DTC teams should align packaging, copy and comparison charts ahead of peak seasonal demand.

Lamicall’s 2-in-1 stroller cup and phone holder launched at $20 and quickly ran an on-page coupon to $13, compatible with major stroller brands. The play highlights attachment-rate opportunities around core gear and how price velocity on Amazon can accelerate rank and reviews. Brands should test add-on SKUs and coupon-led bursts to lift AOV and category share.

Consumer Reports spotlights dozens of EV and plug-in hybrid launches by end-2025, with more SUVs and pickups and faster charging. As households shift to EVs, baby brands can win with car-seat fit guides, stroller-to-trunk compatibility content, and EV-specific PDP filters. Expect rising search volume and in-store questions around cargo fit, charging routines and travel-system choices.

📅Smartly Advances NYD: Why AI Means More Creativity, Not Less

At Smartly Advanced NYC, Fospha's CEO Sam Carter and CPO Dom Devlin joined industry leaders to debate the role of AI in growth.

The takeaway? From platforms to creators, the consensus is clear: AI isn’t about replacing jobs. It’s about extending human creativity and unlocking new opportunities for marketers to grow.

⚡QUICK READS

Local TV Becomes Shopper Marketing For New Moms: Limor Media’s sponsored Morning Blend segment spotlights True Botanicals and WaterWipes, showing paid lifestyle TV doubling as retail media to reach expecting parents pre-Q4.(More)

Buggy Launch Backlash Offers Product-Led Growth Lesson: Borderlands 4’s rocky debut reinforces zero-defect expectations; stress-test DTC sites, apps and checkout before seasonal drops to protect conversion.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division