Procter & Gamble (P&G) is to extend its Pampers nappy brand further with the launch of a new baby wipe in August.
The roll-out of the Pampers Kandoo wipes follows closely the relaunch of Pampers Baby Dry diapers range, which was backed by a &£5m advertising and marketing push (MW last week).
Pampers already produces a range of wipes called Sunnies, which have sunscreen lotion for babies’ skin. In an effort to maintain share in a dwindling market, Pampers Kandoo will be targeted at children who no longer wear nappies.
A recent report by Mintel found that the birth rate declined 8.4 per cent between 1997 and 2001. It is predicted to fall by a further 3.5 per cent this year, meaning that 23,000 fewer babies are expected to be born in 2002 than in 2001.
Rival Kimberly-Clark recently announced a &£6.8m relaunch of its Huggies parent and baby club (MW May 23).
The advertising and marketing plans for the launch of Kandoo product are not yet known. Both the new Pampers ranges, Kandoo and the Pampers Baby Dry range will be backed by a television, print and direct marketing campaign, with creative work by Saatchi & Saatchi and media through Zenith Media.