P&G answers K-C with swim diaper Luvs Splashwear ;Print, TV ads from Burnett will back line starting in May.(Kimberley-Clark Corp.)(Brief Article)

Advertising Age, February, 2000 by Neff, Jack

Procter & Gamble Co. will take a dip into swim diapers this year with Luvs Splashwear, aiming to undercut rival Kimberly-Clark Corp.'s Huggies Little Swimmers on price in a small but highly profitable segment.

P&G will back the launch with TV and print advertising from Leo Burnett USA, Chicago, breaking May 15. The ads are scheduled to reach 65% of U.S. households, according to sales materials presented to retailers. A $1 national newspaper coupon is to appear June 11.

Luvs Splashwear, which begins shipping to stores in April, will sell for $6.29 for a pack of nine, about $1.25 per pack less than Little Swimmers, but both products will remain well over twice the cost of ordinary diapers on a per-diaper basis.

BIG PROFIT MARGIN

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