Pampers Newsroom

 Pampers Commemorates the Official Launch of Its Biggest Innovation in 25 Years - Pampers Swaddlers and Cruisers With Dry Max - With a High Performance Celebration

Celebrities and their Families, World Class Athletes, and Liz Lange® Team Up to Unveil Pampers High Performance Diaper Line with Game-Changing Benefits for Mom and Baby and is One Step Better for the World

Saturday, March 19, 2011 8:08 am EDT



Public Company Information:

"As a mom, as soon as I learned about the Pampers with Dry Max diapers, I was inspired to create this new diaper clutch to specially fit this new line"

It's a high performance celebration fit for new high performance diapers! After years of research, Pampers®, the world's leading diaper brand, has unveiled their game-changing diaper in a big way. Celebrities including Padma Lakshmi, Marcia Gay Harden, Ana Ortiz, Kelly Rutherford, Matthew Settle, Eric Mabius, Team USA medalists Chad Hedrick and athlete Noelle Pikus-Pace and mom designer Liz Lange (along with their families), celebrated the launch in New York City where some of the biggest stars of the night were not VIPs, but VIBs – Very Important Babies. Featuring a VIB play area, demonstrations of the Dry Max technology and remarks from key influencers, the event brought to life all of the key benefits of new Pampers Swaddlers and Cruisers with Dry Max for parents, babies and the world. The product line is 20 percent thinner than Huggies Little Snugglers/Movers and are two times drier than Huggies Little Snugglers/Movers, meaning they help lock wetness in better, becoming the brand's new high performance diaper designed for the best players in the world – babies!

To help demonstrate the thinner, sleeker design of new Swaddlers and Cruisers with Dry Max, Pampers has teamed up with notable mom designer, Liz Lange, to create a limited edition diaper clutch specially designed for these new diapers. The partnership marks the evolution of the diaper bag to the diaper clutch as mom can carry a day's worth of Pampers with Dry Max diapers while feeling confident that the high performance diaper is keeping her baby drier. The clutch features interchangeable stroller, shoulder and wristlet straps for convenient carrying on the go, as well other features specially designed to hold mom and baby's every day essentials. A limited number of clutches are available for sale on

"As a mom, as soon as I learned about the Pampers with Dry Max diapers, I was inspired to create this new diaper clutch to specially fit this new line," said Lange. "I have made it my goal to create modern, stylish maternity and parenting accessories to help women look and feel like the beautiful women they are. From evolving maternity style to now evolving the diaper bag, I am proud to unveil this chic, versatile alternative to the bulky diaper bag. It's a revolutionary clutch for a revolutionary Pampers diaper!"

In addition to teaming up with Liz Lange, Pampers forged several high performance partnerships with world-class athletes and their families, including Super Bowl MVP Drew Brees and baby Baylen, Vancouver Olympic Winter Games speed skating medalist Chad Hedrick and daughter Hadley, and skeleton (forward-facing luge) World Champion Noelle Pikus-Pace and daughter Lacee, to help demonstrate how Dry Max scores high with the world's best players – babies! Celebrating babies and their level of play in the same forum as the most elite athletes, Pampers has created a high performance diaper to help them play on. By incorporating the Dry Max technology, new Pampers Swaddlers and Cruisers provide improvements in terms of flexibility and comfort.

In addition, the new design also helps families reduce their impact on the environment by containing 9 percent less material weight which helps ensure that fewer resources are used. Using fewer materials in the new diapers can have a domino effect on packaging, transportation and manufacturing resulting in about 12 percent reduction in solid waste, 8 percent reduction in total energy demand, and significant progress against areas like global warming.

"After years of research, we are celebrating that our new Pampers Swaddlers and Cruisers with Dry Max have finally arrived on store shelves, featuring benefits that will score big with parents and babies while being one step better for the environment," said Jodi Allen, vice president of North America Baby Care at Procter & Gamble. "Just like the way technology is getting thinner, smaller and better than before, so is our new diaper line. You could say it is our first high-tech diaper – it has a high-performance core that helps lock wetness in for up to 12 hours while its new thinner design is more convenient for moms. Plus, since fewer resources are used in this diaper line, if every Pampers Swaddlers/Cruisers mom switched to Pampers with Dry Max, together they could save approximately 20 million pounds of trash ever year."(1)

Before the product arrived on retail shelves, Pampers Cruisers with Dry Max was distributed to panels of moms who tested the diapers with their little ones and applauded the results. Pampers worked with Parenting magazine to provide samples to 125 members of the publication's network of Mom Testers across the country and found that 92 percent of Parenting's Mom Testers liked that Pampers Cruisers with Dry Max are thin and provide great performance while 84 percent said they would recommend Pampers Cruisers with Dry Max 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.

Pampers Swaddlers and Cruisers with Dry Max is currently available in sizes 3 through 6 at mass, discount, baby specialty and grocery stores where Pampers products are sold, with the same retail pricing as the current Pampers Cruisers (pricing is at the sole discretion of the retailer). While supplies last, consumers can request a free sample at

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

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 for the latest news and in-depth information about P&G and its brands.

About Liz Lange®

Liz Lange® revolutionized maternity style and society's perception of pregnant women. The philosophy that women should look and feel beautiful during pregnancy continues to be the cornerstone of Liz Lange maternity. Both Liz Lange maternity wear and ready to wear continue to be at the forefront of fashion "life's a party you should dress for it".

For more information on Liz Lange visit Liz Lange is a registered trademark of LLM Management Co., LLC & operated and managed by Bluestar Alliance.

(1) Compared to using previous Swaddlers/Cruisers, based on '08/'09 sales volume for Swaddlers Cruisers