Procter & Gamble - UnderJams
The CompanyThe Procter & Gamble Company (P&G) is focused on providing branded consumer packaged goods. The Company’s products are sold in over 180 countries worldwide. P&G is organized into three Global Business Units: Beauty, Health and Well-Being and Household Care.
The Task
Procter & Gamble approached Addison Whitney to develop a brand name for a new line of disposable underwear. Endorsed by Pampers, the absorbent night wear provides leak protection for bedwetting children ages 5 to 12. The product looks and fits more like real underwear, giving private protection to older children wearing it at home or during a sleepover.
The Addison Whitney Solution
Verbal Branding
Addison Whitney created names to meet the desired criteria, while also exuding a playful and stylish tone that would be appropriate for the child user. The name UnderJams was developed to convey both function and inclusion.
Research & Analysis
Addison Whitney also conducted name validation research in order to recommend the most appropriate name. All proposed name candidates went through a series of branding specific matrix testing, customized for this product.
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