Pampers vs Huggies advertising & marketing assignments

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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 60 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. (However, there are a number of important rivals in Asia led by Unicharm and Kao Corporation). 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 most European markets. The main Huggies brand isn't marketed in most of the region, just the more specialised sub-brands Pull-Ups and DryNights for older infants and waterproofed Little Swimmers. The Pampers brand is partnered by regional or value brands including Luvs in the US, Dodot in Spain, Kandoo baby wipes and others. Huggies is supported by brands including Snugglers in Australia. (French brand Peaudouce was absorbed into Huggies in 1999). Fama Francisco is global CEO of P&G baby & feminine care; with Mark Christenson as VP Pampers North America and Sydney Gagne as brand director. Rebecca Dunphey is president, Kimberly-Clark baby & childcare with Robert Raines as GM infant care North America.

Capsule checked 4th February 2021

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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

Historical profile information for Pampers v Huggies

Recent stories from Adbrands Update:

Adbrands Daily Update 3rd Feb 2021: "Welcome To The World, Baby". Newly appointed Droga5 unveiled their first big campaign for Huggies diapers, and it's absolutely adorable, a quick rundown of some important pointers for any new-born baby. It might not look like a sneak peek for the Super Bowl, but actually it is, though the final product will be entirely different. Earlier this year, Kimberly-Clark extended an invitation to couples who had an expected due date of this coming Sunday (which is of course Super Bowl Sunday). If all goes to plan and they upload some video footage to Droga5 that morning, their newborns will be an appearance in Huggies' first ever Big Game ad, scheduled for some time in the second quarter.

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.


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