Pampers With Dry Max Diapers Pay Homage to Father's Day and 'Dads on Diaper Duty' With a High Performance Daddy Play Date & National Daddy Diapering Trends Survey

Pampers Diapering Survey Reveals that Moms and Dads are Not in 100 Percent Agreement on Who Does their Fair Share of Diaper Duty

Jun 18, 2010, 12:10 ET from The Procter & Gamble Company

CINCINNATI, June 18, 2010 /PRNewswire/ -- There's no doubt that parenthood is a high performance activity, and new survey(1) findings show that 76 percent of dads feel they partake in parenting responsibilities, including diaper care, more than their own fathers. To recognize this devout commitment on the part of dads across America this Father's Day season, Pampers® with Dry Max diapers honored these unsung parental heroes – dads – with a high performance "Daddy Play Date" in New York City to pay tribute to the hard work that dads endure on a daily basis, right alongside moms, and to rejoice in the joys that fatherhood brings. Just before Father's day, celebrity parents, including Joel Madden, Benji Madden, Gilles Marini, Bethenny Frankel, Marlon Wayans and Shawn Wayans attended the event last night to celebrate and share their personal daddy-baby bonds.

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Replete with a stroller valet, diaper dugout, VIB ("Very Important Baby") play area for dads and their babies, interactive games and even some baby and toddler-friendly sporting challenges, the Pampers "Daddy Play Date" pre-Father's Day event brought to life high performance benefits of new Pampers Swaddlers and Cruisers with Dry Max. The new product line, introduced in March of this year, uses the same type of proven and tested materials as other Pampers diapers, but is applied in a new, more effective way. As a result, Pampers with Dry Max are Pampers' driest diapers ever, as they help lock in wetness. Pampers Cruisers with Dry Max diapers are also 20 percent thinner than before – giving baby freedom to move and play with all-around softness to help keep them comfortable.

He Says-She Says – Pampers National Diapering Survey

To exemplify this message, Pampers released the results of its recent survey on Daddy Diapering Trends and general attitudes toward contemporary fatherhood.  The survey revealed that today's fathers feel they are more involved in their children's lives than their fathers. In fact, six in ten dads polled said they should continue to change diapers on Father's Day just to show what great fathers they are.

Moms and Diaper Duty

Moms believe they rule the diaper changing table and insist they do the most diaper changing:

  • 78 percent of moms think they rule the diaper changing table, while 54 percent of dads concede that mom is actually faster than them at changing diapers.
  • Just 1 in 3 moms say that dads in their household change as many diapers as they do and only 44 percent believe Dads are pulling their fair share of diaper duty.

Dads on Diaper Duty

No matter what mom says, Dad insists he is doing his fair share of diaper duty:

  • Eight in 10 dads (80 percent) said they either do most of the diaper changing in the house or an equal share.
  • Forty-eight percent of dads agree that diaper-changing is a special time for them to bond with their children.
  • 76 percent of dads believe they are more involved with the tasks related to raising a child than their father was when they were young.

Not only are dads more involved in dirty diaper work, they are also tied up with other household and parenting chores:

  • Nearly half (45 percent) of dads say they help with giving their child baths as often as mom.
  • 81 percent of dads say they play with their child as often as mom.
  • Nearly half (47 percent) of dads say they give their fair share of help with tidying the house as mom.
  • 72 percent of dads claim they help out with more yard work than mom and 44 percent believe they do their fair share of the dishes as mom.

"Being a parent, I visibly encounter the active role my husband plays as a father with our children each and every day," said Jodi Allen, vice president of North America Baby Care at Procter & Gamble. "Fatherhood is an indescribable bond, so naturally Pampers wanted to pay tribute to devoted dads, while also capturing that playfulness, attentiveness and love that our contemporary fathers have for their children."

As Pampers continues to celebrate a week-long salute to fathers, the brand will also host a high performance, fun-filled Father's Day on Sunday, June 20th with New Orleans Saints Quarterback and Super Bowl XLIV MVP Drew Brees(2) and his family, including 1-year-old son Baylen.  Outfitted in Pampers Cruisers with Dry Max diapers, Baylen will show his MVP father why he's the "best player in the world."  

Photos from all Father's Day events will be uploaded to the Pampers Facebook Fan Page, accessible at www.Facebook.com/Pampers.

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 http://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.

(1) May 28-30, 2010; Daddy Diapering Trends Survey; Ipsos Public Affairs

(2) Player arrangements made by NFL PLAYERS, the licensing and marketing subsidiary of the NFL Players Association”.

SOURCE The Procter & Gamble Company



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