P&G Brings Social Responsibility to Walmart's Baby Aisle

Patrycja Malinowska
Director, Member Content, P2PI
Patrycja Malinowska profile picture

As U.S. shoppers stockpiled toilet paper and sanitizer due to erupting COVID-19 fears, Procter & Gamble quietly continued its streak of exclusive brand launches at Walmart with the debut of All Good baby diapers.

Differentiated from the Pampers brand that has been a leader in the category, the new brand is positioned on a cause platform catering to a new generation of parents that expect companies to give back to society. Sporting the tagline, “Diapers that make a difference,” All Good promises to donate a day’s worth of diapers to a family in need for each box purchased. The donations are fulfilled through the brand’s partnership with Feeding America.

While initially suppressed, marketing support for the brand has ramped up in recent months.

P&G tapped review platform Influenster to distribute product to influencers that then directed their followers to the brand’s dedicated website to request a free sample. A Google search ad continues to direct consumers to the site, which now sends visitors to for purchase. The brand has additionally been active via its own social media accounts, staging multiple giveaways awarding one winner with a year’s worth of the diapers plus the ability to designate a Feeding America food bank to receive an extra 10,000 donated diapers.

In the wake of the civil unrest that erupted following the death of George Floyd, the brand took a stance against systemic racism, announcing a $100,000 donation to the NAACP Legal Defense Fund to fight against racial discrimination via June 7 social media updates. A 30-second, co-op TV spot starring a Black mother and child that also lives on the brand’s showcase (see below) touts the brand’s cause platform. A July 13 email blast from Walmart linked to the showcase, which boasts the brand has donated nearly 1.7 million diapers to date.

While demonstrating social responsibility, the brand simultaneously leverages consumer sentiment favoring sustainability, natural ingredients and clean design. The brand avoids latex, parabens and fragrances. It uses 50% recycled or renewable materials in its packaging, and aims to reach zero-waste-to-landfill status this year. It is also working towards 100% recyclable packaging by 2025, and is on track to using 30% less materials per baby over a diapering life versus typical disposable diapers while achieving 50% sustainable materials in the products by 2030.

All Good boasts a bold, unisex, black-and-white aesthetic that is carried through all the aforementioned touchpoints as well as P-O-P materials. The brand's showcase even suggests black-and-white furniture and bedding available at the retailer to "build your All Good nursery in style." In stores, the brand receives prime secondary merchandising space in Action Alley on dedicated endcap displays and pallets.

The diapers’ performance appears to be a secondary consideration to its cause positioning. Houston-based Diaper Testing International’s June analysis of All Good reveals the brand is among those with the lowest capacity for absorbency in the U.S. market (based on tests measuring free swell and centrifugal retentive capacity).

“It has been clear that diaper performance is not the defining characteristic of premium diapers in the U.S. where millennials constantly look for value added in trendy fashion-forward designs, sleek packaging, a focus on greener ingredients, super soft materials and brands exhibiting social responsibility,” Diaper Testing International consultant Natalia Richer told Nonwovens Industry. “In this category, Walmart's premium Parent Choice [private label] has been slow to react and it is obvious Walmart has chosen to instead partner with celebrity company Hello Bello and now P&G's All Good to properly explore that market segment.”

Initially launched as a Walmart exclusive, the celebrity-backed Hello Bello has since expanded distribution to also include Meijer and CVS Pharmacy.