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New Huggies from Kimberly-Clark

Published on .


Kimberly-Clark Corp., Dallas, is restaging its Huggies Ultratrim diapers, replacing the tape fasteners with a hook-and-loop technology that appears new to the market. The company couldn't be reached at presstime but it's expected a full-blown ad campaign will introduce the new fastener, which "helps ensure a secure hold even in the presence of powders, lotions and oils." Ogilvy & Mather Worldwide, New York, handles. Separately, K-C said it would reduce package counts on selected packages of Huggies "to match those of a major competitor," presumably Procter & Gamble Co., marketer of Pampers.

Copyright January 1997, Crain Communications Inc.

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