• Ad Age, Friday, October 5, 2007 11:30 AM

Procter & Gamble charges in a lawsuit filed Oct. 2 that ads for Kimberly-Clark's Huggies make false claims about the comparative fit and comfort of Huggies compared to P&G products, including Pampers and Luvs.

P&G says Huggies new round of ads in the "Brick Baby" campaign imply that Pampers and other competitive diapers are better-suited for bricks than toddlers, despite a May decision by the National Advertising Division of the Council of Better Business Bureaus advising K-C to modify similar ads. Data from Information Resources Inc. show Huggies gaining share consistently on P&G when the ads were running earlier this year. But after K-C discontinued them in the wake of the ruling, Pampers' market share has been rising and Huggies' declining.

One of the Huggies ads shows two moms--one with a toddler, the other with a brick--at a playground. The ad then shows a woman setting a brick on an unnamed purple diaper (purple being part of the trade dress for P&G's Pampers), as a voiceover says: "New Huggies Natural Fit are shaped for babies of the human variety."

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