Let's get real...how exciting can diapers be to market? Actually, there's a lot more going on behind the scene & fierce competition with head-to-head rivals Pampers (by P&G) & Huggies (by Kimberly-Clark).
Pampers just promoted its new reality webisode series "A Parent is Born" in Brandweek. The website shows parents tips on what to expect with newborns & to see what a day in the life is like. Here's an interesting statistic about diapers - "though the majority of consumers are cutting back on name-brand purchases during the recession, diaper sales continue to hold up relatively well, with 95-98 percent of households buying the disposable variety". Bet you didn't realize that!
Moving on to Huggies & Pull-ups - The Kimberly-Clark subbrands. Pull-ups also takes the consumers to see the challenges and triumphs of potty-training in The Potty Project. Granted, the Pull-ups are for an older age group of kiddies but still very similar ideas in both companies' websites.
Both companies are working on grabbing the emotional feel to keep the consumer loyal to their product. Loyalty to name-brands will help Kimberly-Clark and P&G throughout this recession & wish them luck with all the potty-training/diaper webisodes they create! The interesting thing to watch is whether it translates into an increase in sales...now that would be interesting to see!
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