Pampers celebrates new partnership deal with news anchor and mom Janet Kanini Ikua

By Eric Akasa

Pampers, a diaper brand, has announced the start of an exciting new partnership with Janet Kanini Ikua a well-known news anchor and mom. The collaboration underscores the company’s commitment to help every mom in Kenya prepare for and celebrate their little one. Formerly Janet was host of Out and About, a weekly travel and expeditions program on KTN, and thereafter a news anchor on NTV.

To celebrate the beginning of the new relationship, Pampers will host a sleep exposition at various malls in Nairobi during the month of February 2013. Janet, who is expecting her second child, will join fellow moms as they seek information from nurses and pediatricians on baby care and development.

“We are very enthusiastic about the partnership between Pampers and Janet and look forward to a rewarding journey together. At the heart of Pampers is the holistic wellbeing of moms and babies and through this partnership we aspire to provide all the important information on motherhood and baby care. Janet who will be a second time mom will not only share her life with mums but will also work with our nurses to educate consumers on various topics such as sleep, nutrition etc.” said Victoria Kieti- Chesire, Pampers Brand Manager

As part of the partnership, Pampers will debut a blog dedicated to her journey through motherhood and childcare. The new interactive resource will offer Kenyan moms a place to connect with other moms and share useful information to assist with their baby’s development and well-being. Janet will also interface with moms through social media channels to share tips on baby care topics such as sleep, diapering and much more.

"Becoming a mom is one of the most beautiful, yet overwhelming experiences for anyone to go through," said Janet Kanini Ikua. "As I prepare for the arrival of my second child, I feel very fortunate to have a strong network of family and friends to help ease the way. Working with Pampers will give me the opportunity to hear from other mothers; and share valuable resources and parenting experiences to help with our babies' healthy development as we go through this adventure together."

Pampers® has been in the Kenyan market for over 14 years now and enjoys leading market share of approximately 77% according to Nielsen November share reading report. In Kenya, only 15% of mums have used at least one diaper in the last one year; this means that there is an opportunity to increase the penetration of the brand in the country. In this regard, Pampers is actively involved in activities to educate mums with new born babies on importance of diapering.

Pampers strongly believes in the value of partnerships to make significant impact to its valuable consumers. In this regard, Pampers has reached out in partnership to the Kenya Paediatric Association (KPA) which strives to promote better child health in Kenya, especially by enhancing knowledge on child health and eradicating paediatric and other diseases. Together with KPA, Pampers work to educate mothers on the importance of quality sleep for their babies while offering tips on how they can establish routines to ensure the same.