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Born to Be Wild! Pampers & Serena Williams Celebrate Babies on the Move

Pampers & Serena Williams unite to encourage parents to unleash their active babies with the help of new Cruisers 360 FIT diapers - designed to keep up with every wild move a baby makes. (Photo: Business Wire) Multimedia Gallery URL


Pampers & Williams unite to encourage parents to unleash their active babies with the help of new Cruisers 360 FIT diapers - designed to keep up with every wild move a baby makes

Dirty looks, shaking heads, side-eye—these are just a few of the reactions every parent who’s taken an active baby out in public has experienced. Whether it’s a sprint down the grocery aisle, a shopping mall dance break, or a downward-dog during an elevator ride, an active baby is often labeled as a “wild child” and many parents find themselves apologizing for their child’s innate desire to move and explore in public places. In fact, nearly 75% of parents believe that society perceives a “wild child” as a bad thing*. But Pampers and tennis legend, entrepreneur and super-mom to her very own active baby, Serena Williams, believe that every child is born to be wild. Together, they’re encouraging parents everywhere to unleash their active babies without the fear of judgment and with the help of new Cruisers 360 FIT diapers, because a busy baby is a growing baby and that’s something to be celebrated.

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“My daughter Olympia has always been very active – she skipped crawling and went straight to walking, and I’ve been trying to keep up with her ever since. Sometimes when we’re in public she will be running around, climbing over things, and I’ve definitely heard her being called 'wild' in a negative way. But in my opinion being a wild child is a good thing - it means she’s spirited, and curious, and active,” said Williams. “I think every parent wants to be able to let their babies explore the world, because that’s how they learn and grow. I love that Pampers is choosing to celebrate babies on the move, and I’ve decided that instead of worrying about what everyone thinks, I’m going to embrace Olympia’s wild child spirit. I’m so glad to have new Pampers Cruisers 360 FIT diapers to keep up with every wild move she makes - they are super easy to get on and off, they don’t restrict her cute little waist… they are literally giving me life!”

In a recent study, Pampers discovered a staggering 84% of parents wish their children could explore the world more freely without being judged. In her new role, Serena will encourage parents to ignore the side-eye and embrace their babies' and toddlers’ wild side with help from new Pampers Cruisers 360 FIT diapers. Pampers Cruisers 360 FIT diapers feature no-tapes and a comfortable all-around stretchy waistband specifically designed to adapt to every wild move a baby makes – it’s just like they’re wearing yoga pants. In another win for active babies, Cruisers 360 FIT diapers are easy to pull on and take off so every wild child can quickly move on to their next adventure.

“Pampers believes every child was born to be wild. We want to help parents embrace and celebrate their curious, active babies’ wild moves without hesitation – and we couldn’t think of a more perfect parent to help us on this mission than Serena Williams,” said Andre Schulten, Vice President and General Manager Baby Care North America, Procter & Gamble. “On or off the court, Serena knows how important it is to feel comfortable while on the move and she trusts Pampers Cruisers 360 FIT diapers to keep up with her own little wild child, Olympia. Serena embodies what it means to be active and spirited, and is instilling this in her daughter – which is why we are so excited to welcome her to the Pampers family to help show everyone that what some may see as wild, we see as a naturally active and growing child.”

Watch the new #WildChild video starring Serena and Olympia here and share your wild child’s moves with @PampersUS using #WildChild #Cruisers360.

Additional Wild Child Statistics:

  • Nearly 75% of parents believe that society perceives a “wild child” as a bad thing.
  • 84% of parents wish they could let their child(ren) explore the world more freely without them being judged.
  • Nearly all parents (97%) believe children can learn skills from being a wild child. The skill parents most believe children can learn is creativity (81%).
  • 65% of parents believe their child(ren) are more active than a professional athlete.
  • 60% of parents have had to or felt the need to apologize for their child(ren) when they are doing something in public i.e. off exploring or climbing on something.

About Pampers Cruisers 360 FIT:

  • 360º Stretchy Waistband: An all-around stretch provides an adaptive and comfortable fit.
  • Easy On and Easy Off: Pull the diaper on and tear along the sides to take it off. Then roll it up, secure with the tape and toss.
  • Softness: Crafted with luxurious material that is super soft like cotton.
  • Air-Dry ChannelsTM: For breathable dryness and up to 12 hours of protection.
  • Dual Leak-Guard Barriers: Gently seals around baby’s legs to protect where leaks happen most.
  • Safe for Baby’s Skin: Dermatologically tested, clinically proven hypoallergenic and gentle for baby’s delicate skin. Independently reviewed and accredited as skin safe by the Skin Health Alliance.

Pampers Cruisers 360 FIT diapers are available in sizes 3 through 6 for a suggested retail price starting at $11.99. Diaper counts per pack vary by size. Pricing is at the sole discretion of the retailer. The diapers are now available online and at major retailers nationwide.

About Pampers®

For more than 50 years, parents have trusted Pampers to care for their babies. Pampers is a part of The Procter & Gamble Company (PG) and is the #1-selling diaper worldwide. Every day, more than 25 million babies in 100 countries around the world wear Pampers. Pampers offers a complete range of diapers, wipes and training pants designed to provide protection and comfort for every stage of baby’s development. Visit www.pampers.com to learn more about Pampers products, join the Pampers Rewards program, and find ideas and information to help you and your baby ‘love the change’ together.

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and information about P&G and its brands.

*According to a recent survey of 1,000 U.S. parents of children aged 6-24 months by Wakefield Research for Pampers.

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