Kimberly-Clark Corp. today launched a redesigned line of Huggies diapers in Europe, segmenting diaper-age children into three segments -- "Beginners" (up to 3 months), "Freedom" (4-12 months) and "Adventurer" (12 months and up). The move is the latest in Kimberly-Clark's stepped-up campaign to build market share in Europe, following the announcement last month that it is acquiring Italian diaper maker Linostar. The new diapers are drier than competing brands and clinically proven to protect against diaper rash, said Kimberly-Clark President-Chief Operating Officer Thomas J. Falk. A "multi-million dollar" marketing campaign from WPP Group's Ogilvy & Mather Worldwide, London, starts breaking by March in Belgium, France, Italy, the Netherlands, Switzerland, the United Kingdom and Central and Eastern Europe.
Copyright February 2001, Crain Communications Inc.