Walking Santa Monica’s Third Street Promenade on Black Friday is, to put it lightly, overwhelming. It’s busy, it’s messy, it’s loud—especially for babies and their parents. So Pampers placed a decked-out, diaper-changing Airstream on 3rd and Broadway, between Santa Monica Place, a luxury mall, and the end of the Promenade, where a giant Lululemon sits.
Smiling staffers nearby handed out free diapers, wipes and changing pads, letting parents passing by know they could offer their babies a diaper change in the Airstream. Luckily for us, we had a four-month-old in tow, so we were able to check out the experience first-hand.
The Pampers Airstream was the perfect antidote to the requisite overstimulation that comes with shopping the day after Thanksgiving. Painted in cool blues, draped in clouds, accented with ambient lighting and offering calming music, the Airstream felt like a living, breathing lullaby.
There was everything you needed to change a diaper, plus a totally secure cam to snap your baby’s pic post-diaper change, if you wish. A sticker with your baby’s mugshot on it (yep, personalization at play again!) is yours to keep—or you can opt to stick it on the Airstream’s exterior, which will feature more and more babies from all over the country as the van makes its way to the Super Bowl in Miami.
Pampers proved it can solve a problem for parents while making a big impression, boosting engagement and raising brand awareness. Every family that entered the Airstream was really jazzed. But will they be moved enough to become Pampers families, if they weren’t already? That’s the big question.
