Diaper Wars 2007

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P&G Tosses Its Own 'Brick' at Rival K-C

Charges of False Advertising Leveled at Huggies Brand in Latest Diaper Wars

What these two do with brawn today, they used to do with brain. Faced with toddler migration to KC’s Pull Up diaper pants, we repositioned Pampers as Pampers Phases Developmental Diapers; introducing size 5 to hour glass shaped disposables, we arrested nearly $1 billion in toddler migration to KC that year with a strategy that convinced mom’s being a toddler was just another “phase” in the development of their newborn and infant. And look at our hands, no calluses – but getting brick layer’s hands might help some of P&G’s skin care lines.

But don't throw the baby out with the bath water. Maybe P&G should just run with this, show rebuttal ads with babies in the brick's place on a nice green park lawn. In the background of Central Park you hear the construction sounds of New York City. The voice over cuts in speaking for the diapering parent saying, "Pardon us. We're under construction." This kind of problem was also the impetus for us working with P&G to come up with the best part of waking up for Folgers. The strategy in part deflected career-making lawyers eyeing caffeine as the next nicotine. Come on guys, stop using lawyers and learn how to turn lemons into lemonade!

Don't let the linear-thinker, straight-forward problem solvers lay another brick and win!