O&M drives Huggies' challenge to Pampers with Adventurers TV work

Kimberly-Clark is mounting a fresh challenge to Procter & Gamble's leadership of the disposable nappy market with new television advertising to launch its Huggies Adventurers brand.

Ogilvy & Mather has produced the 30-second commercial, breaking nationally on Monday, in a renewed effort to boost Huggies' share in a declining market.

Adventurers is being promoted as "the most flexible nappy ever to mothers with babies aged more than a year and adds to the huge array of products being launched to stimulate a market declining in value and volume.

The Adventurers spot takes its cue from car advertising and features a baby "road testing the new product. The endline is: "The ultimate toddling experience."

The film was written and art directed by Nick Parton, and directed by Patricia Murphy through Patricia Murphy Films. Rushes handled post-production.

MindShare is planning and buying media for the new campaign, which marks the latest stage in the fight between Kimberly-Clark and P&G, the producer of the Pampers range, to drive sales when the UK's birthrate is declining. Disposable nappy sales fell by 19 per cent, from £457 million to £370 million between 1997 and last year.

But while Pampers' market share has been gradually slipping, Huggies' volume share has grown from 22.7 per cent three years ago to 30.3 per cent last year.

Both companies have tried to stimulate the market by launching separate nappies for girls and boys, a range of sizes and even day and night time variants. But critics claim the plethora of launches is causing confusion.

P&G is currently underpinning its Pampers Baby Dry range with a £5 million campaign by Saatchi & Saatchi which promotes the product's larger and more symmetrical waistband.

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