The swim pants are diapers that can be used in swimming pools. They come in colorful designs and have elasticized leg openings. Swim pants for babies and toddlers are not a new idea. P&G sells Sunnies under the Luvs name in the U.S. and rival Kimberly-Clark Corp. markets Huggies "Little Swimmer" pants in the U.S., Switzerland and the Netherlands.
The multi-market launch is backed with ads by Publicis Groupe-owned Saatchi & Saatchi, Frankfurt, including an Internet campaign at www.pampers.com.
Sunnies have been very well received by parents in pre-launch tests in Austria, according to P&G. Babies and toddlers are not allowed naked into swimming pools in German-speaking countries -- in contrast to much of Southern Europe. -- Dagmar Mussey
Copyright May 2001, Crain Communications Inc.