Pampers / Huggies: brand profile

It's a dirty business, but someone's got to do it. Babies' bottoms are big bucks for Procter & Gamble and Kimberly-Clark. Between them, the two companies control around 80% of the global market for diapers (or nappies as the British call them). Pampers is the brand which introduced the world to the concept of the disposable diaper just over 50 years ago, and it remains the #1 brand worldwide. It is also Procter & Gamble's single biggest global brand, with sales estimated at $8.1bn in 2010. But beneath the happy families appearance of the baby products market lies a rivalry more intense even than that between Coke and Pepsi. Relentless competition from Kimberly-Clark's Huggies brand has already stolen P&G's leadership of the US and several other markets, and has eaten into Pampers' lead in Europe. P&G has fought back since 2002 with a constantly updated product range and a savage price war.

Which agencies handle advertising for Pampers and Huggies? Find out more from the Account Assignments database.

Subscribers only: Adbrands profile Account assignments and selected regional contact information

Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

The Adbrands Profile of Pampers summarises the brand's history and current operations. Subscribers may access the following website links:

Pampers website / Huggies website

Procter & Gamble / Kimberly-Clark

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