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To Counter P&G's New Pampers Relaunch Effort

By Published on .

CINCINNATI (AdAge.com) -- Kimberly-Clark Corp., anticipating a first quarter start for Procter & Gamble Co.'s relaunch of Pampers diapers, is gearing up product improvements and new advertising of its own for its Huggies brand via WPP Group's Ogilvy & Mather, New York.

P&G President-CEO A.G. Lafley previously has said the restage will come to the U.S. in 2002, but has not been more precise. A P&G spokeswoman could not be reached for comment.

Bcom3 Group's D'Arcy Masius Benton & Bowles, New York, handles Pampers in the U.S. The Baby Stages of Development line launched in Europe earlier this year.

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