Baby diapers is one of the largest consumer markets, and this new generation of mothers is evolving the current state of the U.S. market. With today's average age of first time mothers being 27-years-young, they are confronting a world that is increasingly environmentally unfriendly, and to face the new trend of biodegradable diapers, the Clean Baby - Clean Planet campaign introduces Pampers Bio-D: a premium priced line for sustainably conscious families. 

With a $40m budget, I led the media planning sector in analyzing 25-35-year-old mothers' media habits, conducting an assessment of their use on social platforms and strategizing what media types and vehicles to heavy up during certain periods.