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All Good Diapers
Diapers That Make a Difference
RAN IN: United States
Procter & Gamble
Jess Davidson, Brand Manager
Susan Cassell, Marketing Specialist
Historically, diaper brands have targeted millennial shoppers by projecting a “perfect” image of parenting and diapering. But the new generation of parents believes imperfect parenting is good, as long as their baby is loved. Knowing today’s parents have different expectations of brands, we designed All Good to celebrate what good parenting and good diapers mean to Gen Z. With every purchase, shoppers get around-the-clock leakage protection and make an impact via diaper donations to Feeding America. In the first 5 months since launch, All Good has donated 2 million diapers.