- Ad Age, Wednesday, May 20, 2009 10:45 AM
The rights to the White Cloud brand name, which originated at Procter & Gamble before becoming a Wal-Mart private label, are up for sale for uses besides paper products in the U.S. Since Wal-Mart
still sells the brand's training pants, baby wipes and toilet paper, a sale could result in a situation where three different parties own the trademark, Jack Neff reports. The rights for diapers
and other paper products are also available for some countries.
White Cloud Marketing, originally known as Paper Partners, acquired the White Cloud trademark in 1996, three years
after P&G discontinued what was then a toilet-paper brand. It relaunched it nationally with Wal-Mart in 1999. Wal-Mart and its private-label supplier, Canada's Kruger, have in recent years
acquired rights to the trademark for diapers and other paper products and intend to retain them.
Wal-Mart stopped selling White Cloud diapers in March -- a fact that P&G's
Luvs brand is not letting go unnoticed. It has launched a
website and search ads offering Luvs as an alternative to consumers seeking information on what
happened to White Cloud diapers.
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Read the whole story at Ad Age »
I thought it was gone, too. Where can I find it? It is my favorite. I ask clerks in the stores and they just look at me like I am nuts and shrug and say they hadn't noticed.
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