Pampers Unveils ‘Behind Every Baby’ Platform And UGC Push

Baby Buzz

Here's what's happening this week in the world of baby care marketing and eCommerce:
- Amazon recalls escalate marketplace safety pressure
- Lansinoh centralizes media, PR and creators
- J&J moves to end talc litigation
- Pampers refreshes brand platform for growth
- P&G, Costco show value plus loyalty moat

⏱️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

BRAND STRATEGY
Pampers Unveils ‘Behind Every Baby’ Platform And UGC Push

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.

SAFETY & COMPLIANCE
Amazon Just Recalled 500,000 Baby Products, Power Banks and More

The US Consumer Product Safety Commission announced recalls spanning Amazon-sold goods, including baby loungers, crib mobiles with insecure button batteries, kids’ helmets, and unstable dressers. This signals tougher marketplace enforcement on infant sleep, STURDY Act compliance, and battery safety, raising operational and communications risks for DTC sellers. Affected: marketplace brands, trust and safety teams, and CRM leaders managing recall outreach.

COMMERCE TACTICS
Amazon-Born Stroller Phone And Cup Holder Gains Traction

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.

📅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.

Watch Sam's perspective from the event 

⚡QUICK READS

How Pampers Proved It Was Still ‘Behind Every Baby’ 60 Years On: Pampers launches a unified brand platform with an NFL debut and influencer-led activation, signaling a long-term creative bet to defend share against challenger brands.(More)

Procter & Gamble Charts Steady Course For Fiscal 2026: Sustained Growth And Robust Shareholder Returns: P&G’s FY2026 outlook points to consistent spending capacity, informing category media planning and promo strategy into next year.(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)

Micro SUV Refresh Underscores Compact Family Focus: Tata Punch facelift adds tech-forward cabin and new lighting, signaling ongoing global demand for compact family vehicles that should inform car-seat and stroller compatibility guides.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division