Huggies in wipes redesign prior to European roll-out

July 04, 2002

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Huggies in wipes redesign prior to European roll-out

Kimberly Clark has redesigned packaging for its Huggies-branded baby wipes as it prepares to tackle the £650m European wipes market.

Huggies Cotton-Touch Wipes will be rolled out in Russia, Germany, France and Italy throughout October. They will be available in a self-sealing bag that locks in moisture. The redesign has been carried out by Coley Porter Bell and Tin Horse.

Kimberly Clark is understood to have committed more than £10m in marketing spend to the expansion, starting with a £1m campaign in Russia.

The wipes have amassed a 15% share of the £240m UK market since their launch at the beginning of the year, chiefly by stealing share from own-brands, which are down nine points year on year.

But the challenger brand has also affected category leaders Procter & Gamble's Pampers wipes and Johnson & Johnson wipes, both of which lost 2.5% share, according to IRI Infoscan.

Separately, Kimberly Clark is launching a pack promotion across its Beginnings and Freedom nappy ranges designed to promote its relaunched loyalty scheme, Huggies Club Rewards.