• Wall Street Journal, Monday, April 13, 2009 11 AM

Meanwhile, back in the trenches of day-to-day marketing, Kimberly-Clark's Huggies and Procter & Gamble's Pampers are reengaging in the fabled Diaper Wars with some decidedly contemporary social tactics: they want moms to feel good about spending more on diapers that not only keep baby dry but also have an altruistic component, Ellen Byron reports.

Huggies is launching a new line of premium diapers this month called Pure & Natural that contain aloe, vitamin E and organic cotton. The diapers will be sold in an outer bag made of 20% post-consumer recycled materials.

P&G, meanwhile, last week hosted a "star-studded party and diaper drive" that featured Pampers Swaddlers, its diapers for newborns. The event celebrated a new motherhood book from producers of NBC'S "Today Show" and collected diapers to benefit needy families. Purchases of Pampers also help support a Unicef campaign against maternal and neonatal tetanus in developing countries.

The battle also is spilling over to the Internet with each side lining up mommy bloggers.

Read the whole story at Wall Street Journal »