The value brand is holding prices and will match features on premium lines such as Kimberly-Clark Corp.'s Huggies Supreme and Procter & Gamble Co.'s Pampers Premium diapers, including adding a breathable clothlike outer cover and stretchy waistband.
Drypers also is linking with Children's Television Workshop's "Sesame Street" brand in a category-exclusive licensing and sponsorship deal, putting such characters as Big Bird and Elmo on diaper packages, waistbands and training pant covers and sponsoring "Sesame Street" Live performances nationwide this year.
Print ads by Gerber Advertising, Portland, Ore., will break in July issues of Sesame Street, Parents, Baby Talk and Child.
Drypers will back the rollout with couponing, including via free-standing inserts, in-store and direct mail.
CO-OP TV CONTINUES
Drypers will continue co-op TV with selected retailers and is considering an expansion of TV advertising as part of the rollout, said Terry Tognietti, president and co-CEO.
"Now we are carving out a differentiated position in the category," said David Olsen, VP-marketing, who sees the new product transforming Drypers "from a value to a value-added brand."
Drypers' sales were up 20.9% for the 52 weeks ended March 30, to $111 million, according to Information Resources Inc.
Mr. Tognietti attributed the increase to last year's addition of baking soda to the product, which he said helped Drypers increase its distribution. He expects the aloe vera to help Drypers expand to 70% of the country.