K-C rolling out 'Little Swimmers'

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Kimberly-Clark Corp., Irving, Texas, is rolling out Huggies Little Swimmers disposable swim pants nationally, backed by an estimated $10 million to $15 million TV, print, sampling and couponing campaign breaking in May from Ogilvy & Mather, New York. The swim pants, which sell for $6.99 in packs of nine, can be worn in the water without swelling. K-C said the new segment of the diaper category could reach $30 million to $50 million in annual sales.

Copyright February 1998, Crain Communications Inc.

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