Tara Olivo, Associate Editor07.15.20
Four months ago while U.S. shoppers were stockpiling items like toilet paper and disinfectant wipes as Covid-19 fears surfaced in the U.S., a few aisles down consumer goods giant Procter & Gamble quietly debuted a Walmart-exclusive brand of baby diapers called All Good.
For decades P&G’s Pampers brand has been a leader in the baby diaper category, but competition has heated up over the last several years as a flood of new brands—Hello Bello, Happy Little Camper and Abby&Finn, just to name a few—have hoped to chip away at P&G’s market share and cater to a new generation of parents—the millennials. These consumers value authenticity, transparency and expect brands and companies to give back to society.
In its efforts to attract this audience, All Good uses phrases like “all of the good and none of the bad,” “cushy soft and crazy absorbent” and “around-the-clock leakage protection for no epic fails.” A
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