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 55 years ago, and it remains the #1 brand worldwide. It is also Procter & Gamble's single biggest global brand, with sales of almost $8bn in 2019, around a third or more higher than Huggies' total sales. Both brands have diversified into related merchandise, not just more specialised diapers but also wipes and wash products, changing mats, bibs and other such items. Globally, the two brands' biggest rivals are private label products from supermarkets. 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 in the mid-to-late 1990s stole P&G's leadership of the US and several other markets, and ate into Pampers' lead in Europe. P&G has fought back since 2002 with a constantly updated product range and a savage price war, which eventually prompted Huggies to pull out of the infant diaper sector in Europe altogether. The Pampers brand is partnered by regional or value brands including Luvs in the US and Dodot in Spain. Huggies is supported by brands including Snugglers in Australia and Peaudouce in France. Shraddha Shankar is global innovation director for Pampers at P&G. Aric Melzl is global brand director for Huggies.
Capsule checked 14th August 2019
Which agencies handle advertising for Pampers & Huggies? Find out more from Adbrands Account Assignments
Who competes with Procter & Gamble & Kimberly-Clark? See Household Care Sector for other companies
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.
Historical profile information for Pampers v Huggies
Recent stories from Adbrands Update:
Adbrands Social Media 30th Jul 2019: "Your Baby's Dream Never Stops". Do babies dream? It's an interesting question. Yes, presumably, and German network Serviceplan sets out to imagine what that might be like for P&G's Pampers. In fact, this impressive and charming spot is a co-production by Serviceplan's outposts in South Korea and - bizarrely - Ukraine. Yet more proof that Serviceplan is an increasingly potent force to be reckoned with. Cleverly, the independently owned network has established a presence in less competitive countries (like Ukraine) where it can build a strong presence without going head to head with the major groups, while also stealing a place on the roster for Procter & Gamble at the expense of Publicis Groupe. That allowed Serviceplan to report another set of record results for the financial year just ended. Watch out, big boys; the Germans are coming.
Adbrands Social Media 4th Dec 2018: "Un-silent Night". Babies aren't going to deliver themselves this Christmas, so while the rest of us are getting stuck into a turkey dinner, midwives will still be on duty all over Britain (and everywhere else in the world). After all, who *wouldn't* want a Christmas Day baby? Saatchi & Saatchi London honours those hard-working ladies (are there mid-husbands as well?) on behalf of P&G's Pampers. Paloma Faith is the voice behind that new version of 'Silent Night', having herself endured a 20-hour labour a couple of years ago with the help of midwives at UCH London, and P&G will donate £1 to the Royal College of Midwives every time someone downloads a copy of the full track.
Adbrands Weekly Update 9th Jul 2015: Ads of the Week: "Pooface". Saatchi & Saatchi London dropped an instant classic with this splendid spot for Pampers, which celebrates those amazing faces babies make when they're... well, you know... lightening the load. "Pampers pooface" says it all really. However, the ad has become mired in some minor controversy. Critics have been quick to point out the echoes of BMF's similar ad for Aldi Australia from three years ago. Perhaps more serious are the questions over whether this ad was truly eligible for the couple of Cannes Lions it collected last month, since it was only officially released last week. And here's another puzzler: it still doesn't seem to have been formally acknowledged by P&G with a post on their own Pampers' online sites.
Adbrands Weekly Update 9th Apr 2015: Ads Of The Week "Naptime". Saatchi & Saatchi New York delivers another set of likeable, well-observed spots for P&G's second-string nappy brand Luvs, contrasting the different attitudes of nervous first-time parents from well-experienced seconders. It's a clever concept, one every twice-plus parent will recognise. Some of the set-ups are funnier than others, but all are warm and true.
Adbrands Weekly Update 5th Feb 2015: Ads of the Week: "A Newborn Journey of Firsts". This viral for P&G's Pampers is hard to fault, despite its sentimentality. It'll certainly provide a trip down memory lane for any parent-already, and some excited trepidation in the hearts of any parents soon-to-be. Released quietly a couple of weeks ago, it's become a huge viral hit, having racked up over 1.5m views to-date. Agency? Saatchi & Saatchi we believe but there are no credits attached.
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