K-C to merge hygiene brands

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Kimberly-Clark Corp., Irving, Texas, is merging its New Freedom feminine hygiene brand into its Kotex brand, in a move that began with co-branding of product packages late last year. Packaging for New Freedom will be changed in at least two stages over the next two years as the brand merger proceeds, said Kathi P. Seifert, group president-global personal-care products for Kimberly-Clark. New Freedom, which is handled by Ogilvy & Mather, Chicago, currently has no media advertising, but the changes are being announced through in-pack coupons.

Copyright January 1999, Crain Communications Inc.

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