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Huggies drive in Europe

Published on .

Kimberly-Clark is upping the ante in the European diaper market by introducing a "new improved" Huggies in a bid to one-up Procter & Gamble Co.'s Pampers. The new product, featuring a velcro-based sealing device, will be promoted by a major campaign via Ogilvy & Mather, London. Ads will run in the UK, France, Holland and Belgium. Competition with P&G has been fierce. The price of Pampers in Belgium has come down almost 20% since the Huggies launch 18 months ago. And Huggies itself has shaved 15% off its launch price.

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