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CASE STUDYPampers /
This article appeared in Contagous issue Twenty Two.Contagous is an intelligence resource for the
global marketing communiy focusing on
non-tradiional media and emergng technologes
www.contagiousmagazine.com
For more information please contac the team on
+44 (0) 20 7575 1998 or [email protected]
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ty / /
bottoms up
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CASE STUDY /pAmpErS / BoTTomS Up /For ThE FirST-TimEr, ThE DEFining
ACCESSorY oF pArEnTing mAY wEll
BE ThE DiSpoSABlE DiApEr. YoUll
nEED To ChAngE YoUr BABY oFTEn,
AnD whAT AT FirST iS novEl AnDvAgUElY AmUSing Soon BEComES A
griTTY TASk. monThS on, YoUll FinD
DiApErS STAShED in olD CoATS AnD
UnDErnEATh CoUCh CUShionS, rEADY
For ThE momEnT JUnior BEginSwAiling. ThATS pArT oF ThE STorY oF
pAmpErS, ThE BiggEST DiApEr BrAnD
AT ThE BiggEST ConSUmEr pACkAgED
gooDS CompAnY; iTS UBiqUiToUS All
ovEr ThE worlD, in nEArlY EvErYmArkET. BUT ThErES morE To ThE
BrAnD ThAn mErE SATUrATion /
BY niCk pAriSh /
oto 52 / 53
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It s dffcut t eay paes sfcace testabe f pcte & gabe, te bes aest csue
acaed ds (Cpg) aufactue. paes s a
stadad-beae f te Ccat, o cay. oe
f p&gs 23 b-da bads, paes but
axatey $8b (5.9b) et saes 2009.
it as a ada, Afed gda, ceate dect at
Bet & Bes, as cedted t ceat te
paes abe. i 1961, deste te uxuus-sud
ae, te daes ee tte e ta ae fuff
betee t astc seets. Sce te, te bad as
aceed success tu ctua at beaf
f ts utate taet: babes.
its estated tat te fst t yeas, a cd
eed 5-7,000 daes, a te a seus used
cst ad a aj t f csdeat f aets.
But des paes eac aets f te duat
f babys e-tty taed exstece? wat s p&g
d t stae ff cett f a kbey-Ca
bad hues, ate abes ad ec-fedy ts
e Seet geeat ad Eats Best, a e
t ts csues, exad te budaes
f ts eats ad ctu t ate beyd te
absbet ad t c Afed gda ut a ae?
it tus ut se f te st teest exeets
ea sca, eata deyet, duct
at ad cause aet ae ae aud
te ey ftabe babys bacsde, ad p&g s steady
ta a eades st tese effts.
i paes case, ts fte te tabes tat defe
te bad. wpp-ed aet eseaces mad
B ots atest BadZ T 100 mst vauabe
gba Bads st as paes, a ece, at
#31, just abe nted, t a assed aue f
eay $19b t a deee f tat cassfcat
based ue bad euty, sa t a uxuy bad. i
a catey ee at as bee ey, te et
says, paes as e beyd fuct t ceate a
eta bd t csues. Te a s cedted
as a d exae f dedcated bad-bud e a
ed f te ay ff.
Innovation under pressure
Ts ctet t te bad s at a esse t abd
cett. Yud baby t f Ce ad pes as a
eated bad batte, but paes s. hues edes t
ut. kbey-Cas dssabe bad cet ast p&g
te d-1990s ad assued eades te seet,
e a ast 14-t ead te paes bad
by 2001. By fa f 2004, tu, paes ad csed
t t tee ts. Te tuaud cae, accd
t p&g, f a sft f aea t aets eads t
te eats, a t tats bece te ey t te bads
aet. Sce te, tu, te ace as tesfed,
t te ecess fc csues t be ee e
ce-cscus a aeady cst-eted catey.
paes ue acs ae t stad ut aast te
cett, ete tats k-Cs hues, pcte &
gabes lus aue bad, ate abes ad
ec-bads. Abe ce, csue cce te dae
catey s based ft ad te ducts cesd
abty t cta esses. its uey t be ay csat
t p&g, but bt t ad kbey-Ca ae fee te
c f ate abe bads, c cst aeae
af te ce f te uaet fes. i te fst uate
f 2009, ut saes f ate abe dssabes ee u
4.5% t 6.6 t cut saes at waat ad
bu acae ebes s sts e CstC
ad Sas Cub.
p&g aeas t be esd sdy, tu.
Adets ad e duct auces, bt f c
paes s e esed, ca use te ae stets f
te bad t cute ce cesats. Te eta
aea s ce t ts ctued eea, a
sybtc eats t te st f at ad
sece sted by fe p&g CEo A.g. lafey.
lafey sued at ad tea t s
te ead te cay, tu fudaetas,
cud ts uet tae f s teatse ceate
cae, The Game-Changer: Caes eed t
see at...as set tat ca bece ute
ad etdca, ta adatae f te caabtes f
day ee.
Ts as ad eaabe esuts te paes e,
sa a ast bbca sees f successs.
Te bad baced ad dded t e ducts
t e s cae f te babes at dffeet staes
te deeet, a asse custe base
cete cce ee baby dy. paes beat
paes peu, c eceded Baby Staesf Deeet, c beat Fee lea ta
ats, c beat Saddes f ebs ad te
yaeec Saddes Seste ad Baby Dy t
Catea Fex, te te Sy Dy ffst Eue,
Cuses f babes f ca ae, te Cuses t
Dy max, Cae n g ad ay e.
Te ast t, Cuses t Dy max ad Cae n
g, ae eas te st tat because teye
te eest ad te eatest tests t date f paes
attets t b dta adets ad Crm tates
t bea duct auces ad cute ea
facts e ecacet f ec-bads ad hues
pue & natua e.
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oto 54 / 55
Companies ned to se innovation...
as something that can become routine
and methodical, taking advantage of the
capabiliies of ordinary people.
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Eac f u csues s dffeet, but tey ae e
t c c s a dee teest ad cae f
te babys deeet, says Ady Day, aet
dect, ba paes dta aet at p&g. T be
e eeat, e as ta u ffe t u based
te ae f e baby.
Best te st f ats s a decease ass;
e effcet absbecy eas ess dae, c
eetuay eads t a educed aut f aste adfs.
we bads e Seet geeat, c exeeced
a 40% yea-e-yea saes se ts dssabe dae
duct 2008, tut te ec-cedetas, paes cat t ecet duct at suc as a decease
ut et ad aca as ctets t aste
educt.
Te Cae n g eesets ate effcecy--
des us. Te daes, c ae be test aeted
e adace f a ssbe fu-scae ut, featue
eabe, fusabe sets sde a se-eaet
dae; tat eas ceece f aets te e
ad ess aste.
Seeking out parents
As ceta as sde at s t paes success,
te bads asse adets sed eues ecs
ad ceat betee ute as de teset ufed essa aud ts ba ducts.
Saatc & Saatc, ne Y as bee ad ae
adets sce t te busess f DAcy masus
Bet & Bes, ne Y 2002, t a ba
csdat tat sa Saatc (c eusy y
ceed Eue f te bad) tae u te best cu
f te accut, estated, at te te, at $50-75 .
meda buy s cducted by Stac medavest
gu ad cucats a by Caat.
last sue, deedet StabeyF beat
ut Dtas ad Bde wdde t tae te ba
dta busess aay f cubet Ctca mass, a
sus atet c se dusty suces
sad as ecsey due t StabeyF a acaacte ue pcte & gabe. Dta accuts
f y abut t ecet f te budet, but t sees
cea paes deads a dstate aut f
attet ad eaed eda t ce f te eb.
Ts s te fst ba eeat f paes s
ae u dta, says iaa Byat, cef
statey ffce at StabeyF. Tee ae e e
aet tuas tat exst te be ad dta ea
tat dd t exst ee te yeas a, f Faceb
baby auceets t deey teets. ou
bjecte te tc as t b paes efu
bad euty t te dta ae.
paes e as a fed ude aets
tas ad jys s ceta t ts tasfat. mus ae
tu t paes t de a duct ad a sece,
a utty t e te bece bette aets. Ad ts
tast t tusted ads p&g s ceasy fcus
ts effts bec a eda cae.
paes.c, te paes vae, as eauced
nebe 2008 by Ctca mass ad Saatc &
Saatc iteacte as a ub f ay ad a fat
aets ay ae te cd-ea cess, as e
as a atf t b aets tete. Te ste featues
sca et fucts ad te eeaed exetsef te paes paet isttute, addt t featues
e dets t tac baby deeet ad cse
aes. Te ste attacted 1.6 uue sts
Jauay, accd t Cete.c. its t efee
s Faceb t 10.17% f efeas,
tat a cet d f ut s t te bad.
pat f te asset f a bad e
paes s exted ts ead e te cett; ts
a eu duct, s u us exect us t ae ts
ad seces tat as e as te daes d, tat
te deces teye aeady us, says ke
mcke, StabeyF execute ceate dect.
F e, i see uc f u e as sy be usefu.
Ts st suc a asse sft, tu ffe eas exsted stas ad dcts suees,
cdbt educat ad laaze casses, a ssed
by paes. paes aca but fat
e, t te Bac T See essa Saddes
acaes eass educt f Sudde ifat
Deat Syde ad ac te baby cecty ts
cb. paes es fa beyd daes t tuy cae f
babes e ta st ee ease, says Saatc
& Saatcs Ts gates-Baus, te ba ceate
dect paes.
Future channels
A e paes tate A Parent Is Born bdes
te a betee te futue f FmCg aet ad teast, aey te dayte sas p&g ssed f 77
yeas. last Decebe, te cays ast ea Tv
ety As The World Turns as e e ast yea,
use a e aac t etetaet f p&g
pducts.
ru YuTube, paes.c ad myCast,
te st-f eaty s fs a cue, Stee ad
Suze Bast, tu eacy ad bt t ay
a paes u t be see. Cast, fed ad st-
duced by lAs ZZ gu, te sees s a b ste
f p&g, c teds t test extesey, yet accd
t Ad Weekddt cduct uc eseac A Parent...
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pampers village /
drew brees /
p&g/
gettyimaes/
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Aaabe etcs ad ctca assesset suest te
s t bece a iteet ee (1300
es myCast ad accusats f badess
AdAge). peas te us f a eacy, fa eed
f te fes-ad-astes at, eet dected
accuatey eu; te sees dest stad u t te
autetcty test f say e audeces. hee, ts
ess t tae a ut suests tat p&g ay
be adt a e be ad exeeta aac
t ts aet x.
lucas wats, p&gs ba ead f dta, se
tu p&gs as paes ad lus
ad as ecety c-stated a sees f bde dtaexeets c ay e f use t te paes
bad. last yea, wats ased a Dta hac
nt ee dzes f tees f te dta ea
ed t eeae sca ets, se T-sts t
ase ey f caty a fezed ee. oe f u
ce ses s cabat t u cets ad
t te aeces. we e t e sus,
ate t best cass taet ad ates t
tete t dee deas, says iaa Byat.
Buying online
As f a bads eet eu, a aj cce f
paes dta fate ae a atfs. As te bad
beces a csue ub as e as a fateesuce f aets, te cay s sft t
e-cece, c aes u ude 1% f cuet saes.
Tas at p&g ae catauted t t te tcy st
f cet aast waat.c, Aaz.c ad
secaty stes e Daes.c, e st ea
ya t ts eta ates.
Sud wats ad p&g ste a cd t csues
ad e te eede a ecetae t t t, t
ud e ucate. Cuety, te -se uses f
paes.c ceed t buy ae set t eta ates
t cete te ucase. p&g auced eae ts
yea t as auc a t eSte ae t
5,000 csues ad a aay f ts ducts t ate
data ucase beaus ad at s eeta. Te ste s ed ad eated by pFSeb f
pa, Texas, c as aaed e eta f seea
te caes.
we ecuae paes t t ad act e a dta
bad, t a tadta acaed ds bad. F
acaed ds bads tat a cucat yeas
adace, t e a dta bad eas ett t
aet ucy, beta test, ebac e teces
ad ee est yu aues, Byat says.
Staying in touch
Ate aj asect f paes buet s ts
eats ae, c es tu sca
eda, cu aes, be uteac ad
e t ee te cect t tes ae. p&g
as ebaced ts ube-cected fas ad ebdeed
te t bece bad steads. A te st
taed-abut f tese taes ae te ybes.
paes as ed e, at cfeeces, ad
2008 t ee but 15 f te st fueta t ts
eaduates, t f te ad tu beeft f
te fuece.
maet paes as tadtay bee fcused
ceat a dee cect t csues, says
paes Ady Day. Sce u taet accuts f y
2% f te uat e ae ested bud e--e eatss. Tadtay, ts as bee tu
dect a but as dta beces e tat f
u ee adat u aes t ee tuc
t e eeds.
But t st aays ceey te sca eda sace.
Eae ts yea a ty (yet cfeus) u f e
cetats fexed te usces paes.c
ad ua e eta stes, decy te Dy max
daes as -ftt ad a ste bac f eae dess.
With a cause
paes ates t UniCEF t e eadcate
tetaus ebs as ected ey fe cats.
Te cacuus s se; e ac f daes euas e
acce.
Te ae as bee y successfu, esut
te dstbut f e ta 100 acces.
ideed, t as cted by te auts f te BadZ T 100
et as b t fe paes dea f ctbut
t te aess ad e-be f tes ad babes
aud te d.
unice /
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oto 58 / 59
Te execut, stat eay ad d fad,
as bee dcate f paes bad statec tac.
Eey e as befs t dee eat deas; te a
s t sae ad u te bay, says gates-Baus.
obusy se ccets ae ey secfc t ea
ccustaces, ad ca ay deed ee
teact t eda. But as e ae aays t
deas fst ts aes t easy t ae ccets css
es.
Te UniCEF caa stated lat Aeca, sead
t Beu 2005, te te Uk, weste Eue ad
fay nt Aeca, us bac hues at eey
juctue. By te te t eaced te US t ad aeady see
20 cutes, a t aj ceebty edseet:oa wfey ad Saa haye.
Ceebty as bused te bad ecety. i ts fst
aj ject, StabeyF ecuted Sue B-
uatebac De Bees f a ebf, c
debuted a ee befe te b ae, cta ay
tadta dae st tfs, but t a tst. Tee
as te et test, t te bue ud. Bees adabe
by ced. Te Bees bbed ftbas t hues
ad paes daes f dfed ad caed te
esuts. Te f cse te t qB; Bees jubat st-
ae seec (t s Baye t) as ey a aj
bst.
Te vacue oycs sa paes exted a dae
sss t te US teas babes. Te tte oycefus ee e baded ess f te Saddes
ad Cuses t Dy max. Te ted edt daes
aet sd stes, but paes es te setet
bst te aed Dy max ut te secd
uate f 2010. Eeyday aets, f cuse, cud
et a fee tee-ac f eua paes a esse
ae tated tade t te e
ceey; f a seca baded dae as sde, te
ucy baby eceed a yeas t f fee daes. T
ebes f te US tea, seedsate Cad hedc
ad seet bb sede de nee pus-pace, et
oyc bs at paes.c, sa ts ad
des f te oyc exeeces.
Developing: babies & economies
Accd t te Financial Times, e 30 ecet f
pcte & gabes aua saes ce f dee
aets. B paes (ad te weste dssabe
dae cutue) t te as bee a caee p&g as
aded uuey.
h bt ates (ad sed daes)
cutes e ida ea b tutes f paes,
s ts ta te s te ad, b te sae
educata tates t uses te west t ete
ts Asa, ee d-t-d se cases
ida. Te bad as set te a f e b e
custes dee aets.
i te case f Ca, sce ts auc 1998, paes
as see us ad ds. Te dssabe s cutuay
ae t Cese scety, t babes ea ct
daes, kaidangku (st ats) t at a. But
paes s te t see, tas t ate
ts ta t a ce d f baby ata.
A aj efft ed b csues aay
f ct daes. Dubbed gde See, t aeaed
t aeta de t a csue-eeated eda
cet (aets uaded ts f te cd
see) but as stessed te tace f a d
ts see f eta deeet. reseac bea
2005, ad 2007 te caa auced, t cacaas, a e det t tac see attes
ad a educata dcuetay. Te 200,000 see
baby ts ee tued t a asse t-tae
Saa. paes, as a esut, e saes ue
by 54 ecet ad added e 100,000 aets t ts
eats ae.
Hitting a moving target
Sce y a ceta ecetae f e ae eat
at a e te, paes as a taet f yu
aets (c t uts at 2% f te US uat,
sx ). E dta aes ae teefe
efect f ts audece. mute cyces ad
teats ae eac eac e eeat f s,
t te eest a a dffeet eats t
tecy ta te ast, a cstat efes.
meae, te tadta ft, paes essa
s sdy ted t baby eess ad ts UniCEF
ates, t educate easues ae
stas ad ccs a e te be. Yu cud ut
ts baby t bed ad t ud see a sd te us,
but e dt see aye ed paes aet
sz.
Nick Parish is editor, Contagious North America
p&g/
gettyimaes/
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AnAlYSTS inSighT /By Jeey Edads / Xtee ist /
oto 60 / 61 ty / /
Ts eu ceece bads ss as t
ee babes cea ad dy s tes ad babes
cud ejy cftabe fu. Tday paes aet
teds t fcus e te t as f educat ad
etetaet.
Te bad as a deey teated, ut-atf
aet x: cud -ste tates, badcast
Tv, aet aazes, utd ad dect. But
ceasy, ts fad- bad s fcus
ts acs aud baded etetaet, dta
dscuss ad educat.
paes as a eay e -tadta
atfs. Bac 1987 t set $50,000 t featue
Three Men And A Babyad ecet statstcs suest tctues t e ey t duct aceet ad
te-fcused dta saces. muc f ts dta actty
s based aud d aet educat ad m2m
(te-t-te) cesata atfs.
Te bad as a aet ead ebste t e educate
aets ad eatcae fessas. i ate 2009
paes auced ts eb-based e dcu-
sees caed A Parent Is Born. reaty-stye ebsdes
aed t autetcay f te es f a cue tu
te fa staes f eacy, sadced, f cuse,
betee bad ts. Ts tate s at f
p&gs $50 us t s-caed easued eda.
pubc eat essaes ad baby educat caas
ae bece ceasy c suc as te Bac
T See tate t e eet Sudde ifat Deat
Syde. Ts e fcus s as edet f uc
f paes pr ad CSr , c cudes
te bac f eat ad educata tates suc
as mac f Des (a US caty dedcated t eet
bt defects ad eatue bt).
oe f te bads ext caees be t
cbe educata essbty t eeta
essbty as e tes cect te futue
efae f te cde t te aet tey et.
Ate caee s t successfuy dee a
csstet ad cdated cucats statey
acss ts ast ae f sub-ducts ad extess.F kad ad Bbstes, t Saddes ad Cuses,
tee as bee a se f e duct auces s
ff te ee-eset aet bad ad be ceet
acss tese aes ay e tu.
o te ste sde, a ecess-de se atue
aet eaces ad te s-t-ae dtu
baby b cud de a bst f te bad, afte
yeas f statc uats ad fa bt ates.
Jeremy Edwards is director of marcoms consultancy
and Contagious sister company Xtreme Insight
www.xtremeinsight.net
Challenge / ThE whiTE-hoT CompETiTion
oF ThE DiApEr mArkET iS UnDErESTimATED
BY oUTSiDErS, BUT noT BY p&gS pAmpErS,
whiCh SEES kimBErlY-ClArkS hUggiES in
iTS rEArviEw AnD grEE n AnD hoUSE BrAnDS
CrEEping From ThE SiDES. mEAnwhilE, ThE
CompAnY iS miSSing oUT on ThE Booming
E-TAilEr mArkET. ADD in ThE FACT ThAT
EnvironmEnTAliSTS poinT FrEqUEnTlY To
DiSpoSABlE DiApErS AS lAnDFill-BUlging
villAinS AnD Booming popUlATionS oF Un-
DiApErED BABiES growing Up in BrAZil AnD
inDiA AnD YoUvE goT A mAJor ChorE /
Solution / iTS ThE proDUCT iS ThE mAnTrA,
wiTh DEvElopmEnT AnD SUBSEqUEnT nEw
proDUCT lAUnChES BEing AT ThE ForEFronT
oF pAmpErS ArSEnAl. ThE BETTEr iT FiTS
BABiES, ThE BETTEr ThEY gET on, AnD ThE
hAppiEr EvErYonE iS. ThE BrAnD iS AlSo
Evolving A CorE oF DigiTAl EXpErimEnTATionTo EmpowEr AnD EDUCATE ThE AUDiEnCE
AnD CommiTTing BUDgET To ECo innovATion.
mEAnwhilE, EnormoUS CAUSE mArkETing
EFForTS ArE inDiCATivE oF pAmpErS
CommiTmEnT To SCAling Up SUCCESSFUl
loCAl SolUTionS /
ReSultS / pAmpErS iS EDging oUT kimBErlY-
ClArk To lEAD ThE DiApEr pACk onCE morE.
AFTEr STrong ConSUmEr-gEnErATED mEDiA
CAmpAignS AnD wEllnESS mESSAging, iT
now hAS DominAnCE in ChinA, A mArkET ThAT
wAS CUlTUrAllY CloSED To DiSpoSABlES
JUST ovEr TEn YEArS Ago. nEw DiApErinnovATionS likE ChAngE n go promiSE
To CUT wASTE, whilE iTS EASiEr ThAn EvEr
BEForE For momS To BUY DiApErS onlinE
AnD ConnECT wiTh oThErS To ShArE AnD
lEArn. wiTh A BrAnD vAlUE oF $18.9Bn,
pAmpErS rECEnTlY rEporTED rECorD
DiApEr vAlUE ShArES in FrAnCE, gErmAnY,
grEECE AnD ThE Uk. A millwArD Brown
SUrvEY rAnkED pAmpErS AS ThE UkS moST
TrUSTED BrAnD, SUggESTing ThAT in ToUgh
EConomiC TimES, ConSUmErS ArE lESS
likElY To SpEnD monEY on BrAnDS ThEY
DonT TrUST /
photo/Jamegramston
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ty / /
01
pR
pR
pampeRs / bRaND map /
01
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01 /RivalRy aND RewaRD
i th 24 oth t th, h
o 5-7,000 . it h
o , tho, tht p
o o p&g 23 o-o ,
$8 t 2009.
Th p o 59 y
o, yt th ott to
oto o h o
t h kt t yoth, th
kt to t ht
o th h. Ho, p
otto o o-
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t o 4.5%
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o p&g ceO a.g. lfy t
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a to o t ho h
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p&g poto, th oy
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xtto.
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04 /Retail aND RelatioNships
i y 2010, p&g o o
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h d.o. Th t
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th 5,000 o y o
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th oy oht 15 o th ot
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05 /maRkets aND miNDsets
Th T ot tht o 30% o pot
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