• Ad Age, Friday, October 5, 2007 11 AM

Procter & Gamble Co. is suing Kimberly-Clark Corp. over ads for Huggies diapers, claiming the "Brick Baby" campaign makes false claims about the comparative fit and comfort of its product compared to P&G's Pampers and Luvs. In the complaint, filed in U.S. District Court for Eastern Wisconsin, P&G says Huggies launched a new round of ads implying Pampers were better suited to be put on bricks than on babies, even though a May decision by the National Advertising Division of the Council of Better Business Bureaus told Kimberly-Clark to modify similar ads.

One spot shows two mothers, one with a toddler and the other with a brick. One then sets a brick on a purple diaper (the color of Pampers) as the voice-over says: "New Huggies Natural Fit are shaped for babies of the human variety." P&G's wants a temporary restraining order to get the ads off the air, along with triple damages for lost business and harm to its reputation. The ads may well have had some impact as data from Information Resources Inc. shows Huggies gaining share on P&G when the ads were running earlier this year.

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