P&G RE-WORKS DIAPERS
By Adnews Staff
Cincinnati-based Procter & Gamble is revamping its diaper business. The company is launching Breathable Pampers Premium diapers and Pampers Baby Dry Stretch diapers in North America in August. The breathable diapers have a quilted, cloth-like feel and will come with breathable side panels to allow air to flow into the diaper while still preventing leakage. This will help reduce the humidity in a diaper, which will reduce diaper rash. The Pampers Baby Dry Stretch diapers will replace separate diaper brands for boys and girls with a new unisex diaper. P&G says this new diaper has a superabsorbent core which makes the gender-specific diapers obsolete. In addition, both versions will be available in "mega-paks," which give parents a two-week supply of diapers. In Canada advertising plans are in the works. It will be done by D'Arcy, Masius, Benton & Bowles of Toronto.