Backed by TV and print ads from Bcom3 Group's D'Arcy Masius Benton & Bowles, New York, breaking in June and July, Pampers aims to do for bibs what it did for diapers 40 years ago -- make them a convenient, disposable necessity for parents, said a P&G spokeswoman. Spending figures weren't available.
Deb Henretta, president-global baby care for P&G, said in a prepared statement she thinks disposable bibs will travel the same route as disposable diapers four decades ago -- used by parents at first during travel and then ultimately everyday in the home. Disposable diapers have become a $4.5 billion category in the U.S. A P&G spokeswoman wouldn't estimate how big Bibsters could become.
The paper bibs, which have three layers, a clothlike feel and Velcro-like fasteners, come in two sizes -- for children younger and older than 6 months. Bibsters will be packaged in 20- and 40-count packs with suggested retail prices of $3.99 and $7.59, respectively.
"This for us is just one important baby step toward extending our baby-care business beyond diapers and wipes," the spokeswoman said.
P&G also began selling Pampers Matsters -- disposable diaper changing mats -- in the U.K. last year, but has not announced plans to roll that product into the U.S. -- Jack Neff
Copyright April 2001, Crain Communications Inc.