Huggies Nappies: Where there's muck there's brass
Pampers were the lead brand with high spend. 1994 launch of Huggies from Kimberly-Clark used mainly TV with promotions and direct mail to generate interest and trail. Immediately results showed awareness and ad awareness. Brand share achieved 13.5% by the end of the first year despite aggressive response from Pampers. Paper shows how Huggies were able to erode Pampers perceived advantages. Estimate of advertising contribution in comparison to no advertising although key information has been kept confidential. Share reached 25% in 2.5 years.