Procter & Gamble is to launch Pampers Bibsters disposable bibs later this year. The launch is thought to be P&G’s biggest in the child sanitary sector.
The launch will coincide with the 40th anniversary of the Pampers brand.
Bibsters are being introduced in the US, supported by a multi-million dollar advertising campaign created by D’Arcy. The product will soon be launched in other markets, including the UK. Saatchi & Saatchi is the UK agency for Pampers.
P&G refuses to elaborate on launch activity, but says Bibsters will be available wherever Pampers products are sold.
A spokeswoman for P&G says: “This is another opportunity to make life easier for mums. We don’t really have a competitor in the market.”
Bibsters have three layers – a cloth topsheet with colourful animal prints, an absorbent middle layer and a protective barrier backsheet.
The product will be available in two sizes: small for new-borns to six-month-olds and large for babies aged six months and older. They will be sold in packs of 20 and 40.
In May this year, P&G unveiled its first interactive TV advertising campaign for the Pampers range, created by Saatchi Vision, the digital division of Saatchi & Saatchi.
The company recently launched Pampers Sunnies Swim Pants – nappies for swimming – in the UK and Europe. It has also introduced disposable nappy-changing mats.