Pampers Eyes Latina Moms With 'Little Miracle' Push | Adweek
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Pampers Eyes Latina Moms With 'Little Miracle' Push

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Procter & Gamble brand Pampers is reaching out to Hispanic consumers in a new campaign called "Every Little Miracle."

The goal is to provide resources and support to Latina moms, the company said in a press release on Tuesday (Dec. 7). One element is the Madrinas network, a group that will assist new moms and offer information through a mobile messaging platform. Moms can join the network via Facebook.com/PampersLatino.

Additionally, Pampers kicked off a national sweepstakes, which asks Hispanic parents to share what makes their baby a "miracle." The grand prize winner will receive a $5,000 grant for their baby.

In mid-November, the brand launched TV spots as part of the campaign, as well as a mommy blog and a video series.