Kimberly-Clark is introducing two new diaper products that will replace the marketer's current line of Huggies Supreme diapers. Dubbed Huggies Supreme Gentle Care and Natural Fit, the two super
premium products are said to be softer and more absorbent. "The Natural Fit has a new, different hour-glass shape that we hope will make older babies feel as comfortable as when they are naked," says
Robert Thibault, president of K-C's childcare division. The Gentle Care diapers are made of a new material called Cuddleweave, which the company says will provide newborns with a more comforting and
secure feeling. The new products also come with new graphics and designs--including an exclusive Disney licensing deal, in keeping with the trend of more fashion-forward baby apparel. The launch is
being supported by a multimillion-dollar ad and consumer promotion campaign that includes print, TV, online advertising, and direct mail. In-store merchandising displays will start in September and
run through November.
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