Pampers has teamed up with Texas-based supermarket chain H-E-B for a 60-stop mobile tour to drive trial and awareness of its products among Hispanic consumers. The “Little Texans” tour features a Pampers-branded bus that is stopping at H-E-B retail locations along the southern border of the state. The 12-week tour started in San Antonio on April 13 and is traveling to locations throughout San Antonio, Laredo, Corpus Christi and the Rio Grande Valley.
Each stop offers consumers coupons and product demonstrations, the opportunity to create child I.D. kits for family safety plans and samples from sponsors including H-E-B Baby, Pampers, Plum Organics and Johnson & Johnson. While parents are checking out products, children can color and listen in on story time with the chain’s grocery bag character H-E-Buddy. Guest speakers, from local children’s book authors to parenting bloggers, are also making appearances.
The tour is a “cost effective and shopper-friendly way to reach our target and expose them to the benefits of the Pampers brand,” Greg Ballif, customer team marketing manager for Procter & Gamble, which owns the Pampers brand, told Buzz. Agency: Interactions Marketing, San Diego.