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Article: P&G answers K-C with swim diaper Luvs Splashwear ;Print, TV ads from Burnett will back line starting in May.(Kimberley-Clark Corp.)(Brief Article)
- Article from:
- Advertising Age
- Article date:
- February 21, 2000
- Author:
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Copyright informationCOPYRIGHT 2000 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Procter & Gamble Co. will take a dip into swim diapers this year with Luvs Splashwear, aiming to undercut rival Kimberly-Clark Corp.'s Huggies Little Swimmers on price in a small but highly profitable segment.
P&G will back the launch with TV and print advertising from Leo Burnett USA, Chicago, breaking May 15. The ads are scheduled to reach 65% of U.S. households, according to sales materials presented to retailers. A $1 national newspaper coupon is to appear June 11.
Luvs Splashwear, which begins shipping to stores in April, will sell for $6.29 for a pack of nine, about $1.25 per pack less than Little Swimmers, but both products will remain well over twice the cost ...
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