Case Study: Procter & Gamble boosts Dodot Pants sales with VML's "Marronazo" campaign

Procter & Gamble boosts Dodot Pants penetration 23% with VML

The customer, Procter & Gamble, faced a challenge for its Dodot Pants diapers in Spain. An innovative new format designed to prevent back leaks was not aligning with local parenting habits, and the product was losing market share to strong retail brands in a difficult economic climate. The vendor VML was tasked with boosting sales and changing perceptions.

VML implemented a humorous campaign called "Marronazo" to de-dramatize diaper leaks and engage parents. The 360-degree solution included digital videos, TV spots, influencer activations, and in-store materials. As a result of this campaign, Dodot Pants saw significant growth: a 23% increase in penetration, a 26% rise in purchase frequency, and a 17% increase in spending per shopper. VML's strategy successfully reversed the product's decline and reestablished the brand's equity leadership.

Procter & Gamble