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Kicking off at the end of February, the roadshow will visit eight city centres including Edinburgh, Manchester and London.

Designed to drive sales of Pampers' Baby Dry range for babies aged 0-36 months, the centrepiece of the roadshow will be The Pampers Sleeper - an interactive walk-through train, split into six individual interactive carriages, each devoted to different stages of sleep. Each carriage will contain educational features for parents, and areas for toddlers to discover and explore. Teams of brand ambassadors will be on hand to offer advice and explain how the insights link to product features on Pampers' Baby Dry range.

"Babies learn through repetition and recall and this is done when they are asleep, so sleep is obviously vital to their development," said LoewyBe managing director Sharon Richey. "Although, like World of Babies, this is an extremely soft-sell - there's no sampling and there's only brand messaging in the very last carriage - parents and carers are very keen to learn more about childcare and so make for an extremely receptive audience.

Last year World of Babies increased market share by five per cent, which was almost unheard of."

Sleep Like a Baby will be scaled so that all the props are proportionate to adults as they are in real life to babies, and the unit will roughly measure the same as 16 car parking spaces.

P&G was still finalising supporting material for the push as P&I went to press, including a scaled-down version of the Pampers Sleeper going into supermarkets. Other in-store work will also be rolled out, as will online promotions and a TV ad.