Pampers with Dry Max Diapers Pay Homage to "Dads on Diaper Duty" with a High
Performance Daddy Play Date

New National Diapering Trends Survey shows that Dads also Wear Diaper Duty as a "Badge of Honour"

TORONTO, June 18 /CNW/ - There's no doubt that parenthood is a high performance activity, and new survey(1) findings show that 76% of dads feel they partake in parenting responsibilities, including diaper care, more than fathers of prior generations. To honour this devout commitment on the part of dads across Canada on Father's Day, Pampers(R) with Dry Max diapers honoured these unsung parental heroes - dads - with a high performance "Daddy Play Date" held in New York City to pay tribute to the hard work that dads endure on a daily basis, right alongside moms, and to rejoice in the joys that fatherhood brings. Celebrity dads, including Joel Madden and Gilles Marini, attended the event to celebrate and share their personal daddy-baby bonds.

Replete with a stroller valet, diaper dugout, VIB ("Very Important Baby") play area for dads and their babies, interactive games and even some baby and toddler-friendly sporting challenges, the Pampers "Daddy Play Date" event brought to life all of the high performance benefits of new Pampers Swaddlers and Cruisers with Dry Max. The new product line, introduced in March of this year, uses the same type of proven and tested materials as other Pampers diapers, but is applied in a new, more effective way. As a result, Pampers with Dry Max are Pampers' driest diapers ever, as they help lock in wetness. Pampers Cruisers with Dry Max diapers are also 20 percent thinner - giving baby more freedom to move and play with all-around softness to help stay comfortable.

He Says-She Says - Pampers National Diapering Survey

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To exemplify this message, Pampers also released the results of its recently conducted survey on Daddy Diapering Trends and general attitudes toward contemporary fatherhood. The survey revealed that today's fathers (76 percent) feel that they are more involved in their children's lives than prior generation of fathers.

Moms and Diaper Duty

Moms believe they rule the diaper changing table and insist they do the most diaper changing:

    
    -   69 percent of moms say they change the majority of diapers in their
        household
    

Dads on Diaper Duty

No matter what mom says, Dads insists he is doing his fair share of diaper duty:

    
    -   55 percent of dads believe they change an equal amount of diapers as
        their spouse, while only 29 percent of moms agree that dads change
        their fair share of diapers.
    

Not only are dads more involved in dirty diaper work, they are also tied up with other household and parenting chores:

    
    -   Nearly half (47 percent) of dads say they help with giving their
        child baths
    -   Over half (55 percent) of dads say they do an equal share of tidying
        the house
    -   57 percent of dads claim they do the majority of yard work
    

"Being a parent, I visibly encounter the active role my husband plays as a father with our children each and every day," said Jodi Allen, Vice President of North America Baby Care at Procter & Gamble. "Fatherhood is an indescribable bond, so naturally Pampers wanted to pay tribute to devoted dads, while also capturing that playfulness, attentiveness and love that our contemporary fathers have for their children."

About Pampers(R)

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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 www.Pampers.com.

About Procter & Gamble

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Four billion times a day, P&G (NYSE:PG) brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Gain(R), Pringles(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella(R), Gillette(R), Braun(R) and Fusion(R). The P&G community includes approximately 135,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

    
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    (1) June 3-7, 2010; Daddy Diapering Trends Survey; TNS Canada
    

For further information: Joyce Law, Procter & Gamble Baby Care, [phone], [email protected]; Gabrielle Totesau, OPTIMUM PR (for Pampers), [phone], [email protected]