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Pampers bets on emotion over features

Plus: Disney enters baby skincare with Honest

Author

Zihan Lyu
September 11, 2025 • Estimated Reading Time: 4 minutes

Baby Buzz

Here's what's happening this week in the world of baby care marketing:
- Pampers pivots to cinematic, social-first storytelling.
- Honest debuts Disney-branded baby bath collection.
- NUK taps Ms. Rachel for learner cup launch

Peak isn’t won with a last-minute conversion push. Fospha data proves that the strongest brands plan full-funnel, measure what platforms miss, forecast into channels with headroom, and track daily performance with confidence.

The Peak Playbook 2025 distills five lessons from Fospha data, including how Footasylum unlocked +32% blended revenue YoY last BFCM, so you can enter Peak ready to win.
Swipe through for the highlights.

📌WEEKLY MUST-KNOWS

Pampers launched “Behind Every Baby” with a 60-second NFL kickoff spot and a social-first push, signaling a shift from product-forward diaper ads to cinematic, emotion-led storytelling. The platform spans creator partnerships and TikTok activations to reach millennial and older Gen Z parents. Expect budget reallocation toward creators and community content to build upper-funnel reach and long-term brand affinity.

Honest unveiled the first Disney-branded baby skincare collaboration, putting Mickey Mouse and Winnie the Pooh on its core bath and body SKUs. The play marries clean-ingredient credibility with collectible packaging to recruit Disney households and boost shelf differentiation.

NUK partnered with early childhood educator Ms. Rachel to debut spill-proof learner cups, live at Target now, with Amazon later this month and Walmart in November. The collab blends product design with trusted developmental cues and provides a high-credibility creator to drive discovery and retail sell-through.

⚡QUICK READS

Jool Baby Expands Nova Swing Line: New accessories like a removable canopy and toy bar signal more bundle-ready gear plays and cross-sell potential in mid-priced nursery essentials.(More)

Walmart’s Baby Event Counters Tariff-Driven Price Hikes: With baby gear prices rising up to 20% from tariffs, Walmart’s month-long discounts create a window to pull demand forward and recalibrate promo calendars.(More)

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