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P&G Celebrates Pampers Swaddlers and Cruisers With Dry Max



Published March 23, 2010
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Procter & Gamble is celebrating the introduction of its new high performance diapers. Celebrities including Padma Lakshmi, Marcia Gay Harden, Ana Ortiz, Kelly Rutherford, Matthew Settle, Eric Mabius, Team USA medalists Chad Hedrick and athlete Noelle Pikus-Pace and mom designer Liz Lange (along with their families), celebrated the launch in New York City.

The event touted the key benefits of new Pampers Swaddlers and Cruisers with Dry Max for parents, babies and the world. The product line is 20 percent thinner than Huggies Little Snugglers/Movers and are two times drier than Huggies Little Snugglers/Movers, according to P&G.

To help demonstrate the thinner, sleeker design of new Swaddlers and Cruisers with Dry Max, Pampers has teamed up with notable mom designer, Liz Lange, to create a limited edition diaper clutch specially designed for these new diapers. The partnership marks the evolution of the diaper bag to the diaper clutch as mom can carry a day's worth of Pampers with Dry Max diapers while feeling confident that the high performance diaper is keeping her baby drier. The clutch features interchangeable stroller, shoulder and wristlet straps for convenient carrying on the go, as well other features specially designed to hold mom and baby's every day essentials.

In addition to teaming up with Liz Lange, Pampers forged several high performance partnerships with world-class athletes and their families, including Super Bowl MVP Drew Brees and baby Baylen, Vancouver Olympic Winter Games speed skating medalist Chad Hedrick and daughter Hadley, and skeleton (forward-facing luge) World Champion Noelle Pikus-Pace and daughter Lacee, to help demonstrate how Dry Max scores high with the world's best players - babies! Celebrating babies and their level of play in the same forum as the most elite athletes, Pampers has created a high performance diaper to help them play on. By incorporating the Dry Max technology, new Pampers Swaddlers and Cruisers provide improvements in terms of flexibility and comfort.

In addition, the new design also helps families reduce their impact on the environment by containing 9 percent less material weight which helps ensure that fewer resources are used. Using fewer materials in the new diapers can have a domino effect on packaging, transportation and manufacturing resulting in about 12 percent reduction in solid waste, 8 percent reduction in total energy demand, and significant progress against areas like global warming.

"After years of research, we are celebrating that our new Pampers Swaddlers and Cruisers with Dry Max have finally arrived on store shelves, featuring benefits that will score big with parents and babies while being one step better for the environment," said Jodi Allen, vice president of North America Baby Care at Procter & Gamble.