A New High Performance Diaper -- Pampers Cruisers with Dry Max -- Wins Big with Moms

CINCINNATI, April 5, 2010 /PRNewswire/ -- And the winner goes to... Pampers Cruisers with Dry Max!  In the midst of launching their biggest innovation in 25 years, Pampers® has partnered with top parenting organizations to test their driest diaper ever with the world's best diaper experts – moms!  With the product just hitting shelves, Pampers Cruisers with Dry Max diapers have already landed in the hands of parenting panels that have tested the diapers with their little ones and are applauding the results.

After years of research, Pampers has invented the Dry Max technology and applied it to their Swaddlers and Cruisers diaper lines, which allows the Cruisers diaper to be 20 percent thinner than before and the brand's driest diaper ever, meaning it helps lock wetness in.  In a continued effort to find out what mom experts have to say about the new line, Pampers worked with Parenting magazine to provide samples to 125 members of the publication's network of Mom Testers across the country.  Following are results:

• 92% of Parenting's Mom Testers liked that Pampers Cruisers with Dry Max are thin and provide great performance
• 84% of Parenting's Mom Testers would recommend Pampers Cruisers with Dry Max to other moms
• 83% of Parenting's Mom Testers preferred the new Pampers Cruisers with Dry Max diaper that is thinner than before so that they can easily carry or store more of them in less space

"We were very pleased with the response that the Pampers Cruisers with Dry Max received from Parenting's Mom Testers," said Susan Kane, editor-in-chief of Parenting magazine. "The product met all of our selection criteria, and also passed the most important test – the overwhelming majority of Mom Testers said they would recommend the diaper to other moms."  

In addition to being honored as a Parenting magazine Mom Tested™ Pick, Pampers Cruisers with Dry Max has also been awarded top accolades from other distinguished parenting organizations. The product has been selected as an iParenting Media Award Winner, is a recipient of the Mom's Choice Award and was recently named a Parent Tested, Parent Approved (PTPA) Award Winner.

"We're so excited that Pampers Cruisers with Dry Max has entered the winner's circle and received positive feedback from Parenting's Mom Testers and other top parenting awards," said Kerri Hailey, associate director of Baby Care Product Development at Procter & Gamble and one of the researchers behind the development of the Dry Max technology. "As a mom and one of the inventors of Pampers Swaddlers and Cruisers with Dry Max, I was able to test the diaper line on my own son to create a product that would be loved by babies and moms alike.  I am happy to know that fellow parents are having the same positive experiences with the product as my son and I did."

And the results continue to pour in! Starting February, moms were given the opportunity to test the product by going to Pampers.com to request free samples of the new Dry Max diapers. Pampers recently sent a survey to the 250,000 consumers who requested a Dry Max sample. Of those consumers, 7,000 replied immediately with an overwhelmingly positive response. Results are as follows:  

• Overall, 70%+ prefer Cruisers with Dry Max over their usual brand while 20% more people claim that Cruisers will be their future brand vs. the brand they used before the samples
• Dry Max was preferred over their current brand for every attribute across the board, including containment, fit, and softness
• Consumers gave favorable comments when asked about the inside of the diaper, describing it as soft, thin, and absorbent

Pampers Cruisers with Dry Max is the brand's new high performance diaper and the biggest innovation for the Pampers brand in the last 25 years. Pampers invented the Dry Max technology and applied it to the current Cruisers and Swaddlers core, which allows the Cruisers diaper to be 20 percent thinner than before without sacrificing performance. This game-changing diaper helps lock wetness away for up to 12 hours and its thin design allows improved flexibility and comfort – perfect for babies' play. While Pampers Swaddlers and Cruisers with Dry Max are available at mass retail stores nationwide, parents still have the opportunity to request a free sample of new Pampers Cruisers with Dry Max on Pampers.com while supplies last. For more information, please visit www.Pampers.com.

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 (NYSE: PG)

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 135,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

SOURCE Procter & Gamble