Procter & Gamble is to put pressure on rival Kimberly-Clark’s (K-C) Huggies Freedoms nappy range with the relaunch of its Pampers Baby Dry range, backed by a &£5m advertising and marketing push next month.
The initiative comes just one month after the &£6.8m relaunch of rival K-C’s Huggies parent and baby club (MW May 23). The relaunch will see the word “new” preceding the brand’s name, and P&G claims it will be the first UK nappy with a size-indicator on its waistband. The new range will be available in July.
Pampers brand manager Jenny Ashmore says: “As Baby Dry holds 64 per cent-bigger market share than the next largest nappy variant Huggies Freedoms, we are very excited about such massive improvements to a nappy that is already so important to so many mums.”
Ashmore adds that the &£5m spend is the biggest marketing investment on a single nappy upgrade to date.
Last summer, P&G replaced its Pampers Premiums nappy range with a line called Pampers Easy Ups, comprising three products based on a baby’s stages of development. The move was similar to K-C’s relaunch of Huggies in March last year.
The New Pampers Baby Dry range will be backed by a television, direct, print and point-of-purchase campaign, with creative work by Saatchi & Saatchi and media through Zenith Media.