Pampers Launches 12-Part Web Series 'A Parent Is Born' to Chronicle One Couple's Emotional Journey Through Pregnancy

Pampers Launches 12-Part Web Series 'A Parent Is Born' to Chronicle One Couple's Emotional Journey Through Pregnancy

New Series Debuts on Pampers.com and DirecTV on August 24 to Provide Compelling Online Content and a Joyful, Authentic Look at One of Life's Most Nostalgic Moments

CINCINNATI, Aug. 24, 2009 /PRNewswire/ -- Pampers diapers, the world's leading diaper brand, today launches "A Parent Is Born," a 12-episode Web series documenting the real-life journey of a young couple as they experience pregnancy and birth for the first time. The series debuts on Pampers.com today, and also includes a syndication plan with a number of partners online.

(Photo: http://www.newscom.com/cgi-bin/prnh/20090824/CL64845 )

"A Parent Is Born" is a docu-drama series following a real couple, Suzie and Steve, along their path to parenthood. The series captures the range of challenges, fears, excitement and joys that come with having your first child. The episodes are 4-5 minutes in length and will live on the recently redeveloped Pampers Village Web site, which continues to offer new content and features to delight current parents and parents-to-be where they live, work and play. "A Parent is Born" is an honest, entertaining, portrayal of a couple's amazing journey from the 15th week of pregnancy through the first month post birth.

"Pampers understands there are experiences to be faced long before the baby even comes," said Jodi Allen North American vice president and general manager for Pampers. "The 'A Parent is Born' series is an authentic look at the joy and excitement, as well as the challenges and fears that go along with becoming a parent. We are excited to enhance the Pampers Village Web site and provide consumers with compelling video content that not only informs new parents-to-be, but also provides some nostalgic moments for parents looking back at their own journeys."

The debut of "A Parent Is Born" will also be enhanced by the airing of a 30-minute version of the series on DirecTV's VOD platform from August 24th thru August 30th, and the series will be promoted on TLC that week.

The "A Parent is Born" series is the result of a collaboration between Pampers and Procter & Gamble Productions (PGP), the division of P&G that connects consumers and brands through engaging and entertaining content. The series is sponsored by Pampers and was created and produced by The ZiZo Group, a digital content strategy company working in partnership with PGP.

"Our model of working with brands is to use their equity, marketing strategies and target consumer as the foundation for developing online content ideas," explains Roger Fishman, president, The ZiZo Group. "The 'A Parent Is Born' series clearly reflects Pampers' baby care brand promise and helps build an emotional connection between the brand and their consumers in a relevant and compelling way."

About Pampers

Pampers is a trademark of Procter & Gamble (NYSE:PG) and the company's largest global brand and is the world's top-selling brand of baby diapers. Our business is inspired by babies and toddlers, created by Pampers. For more information on Pampers diapers and the Pampers Parenting Network, visit www.Pampers.com.

About Procter & Gamble Productions

For the last 75 years, Procter & Gamble Productions has been at the forefront of creating powerful, emotional relationships between consumers and brands. Through the development of original content, PGP has utilized the most advanced technology of each era to generate innovative properties, ranging from soap operas on the radio and early television to award shows to fast-growing web ventures. Current PGP properties include daytime dramas As The World Turns and Guiding Light, The People's Choice Awards, and original content websites such as Petside.com and DinnerTool.com. For more information, visit www.proctergambleproductions.com.

About The Zizo Group

About The ZiZo Group, Inc. The ZiZo Group, Inc. (Zoom In / Zoom Out), based in Santa Monica, California, develops digital strategies, builds brands and creates and manages digital media businesses with clients and partners including Fortune 50 companies. ZiZo is led by executives with top media, talent agency and corporate brand experience. The ZiZo Group has strong industry relationships and deep experience in brand building, digital/interactive media, video, structuring and negotiating complex media transactions, working with entertainment talent and building online communities that enable clients to engage directly with consumers.

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Photo: http://www.newscom.com/cgi-bin/prnh/20090824/CL64845
http://photoarchive.ap.org/
AP PhotoExpress Network: PRN5
PRN Photo Desk, photodesk@prnewswire.com

Source: Procter & Gamble Productions

CONTACT: Cherie Whyte, PainePR for Pampers, +1-949-809-6744,
cwhyte@painepr.com; or Jeannie Tharrington, Procter & Gamble Productions,
+1-513-698-4607, Tharrington.jm@pg.com; or Bob Bernstein, PR, The ZiZo Group,
+1-310-907-5970, Bob.bernstein@thezizogroup.biz

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Profile: International Entertainment