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Diapers
Pampers” share has grown in the last year, though Huggies maintains a comfortable
lead. However, sales of Luvs, P&G’s lower-priced brand, continue to drop.
Brand Co. Name, Location
Lead Agency, Location
Sales (millions)
Media Expenditures (millions)
1 Huggies Kimberly-Clark, Neenah, Wisc.
Ogilvy & Mather, New York
Sales: $1,446.3
Media Exp: $51.8
2 Pampers Procter & Gamble, Cincinnati
D’Arcy Masius Benton & Bowles, New York
Sales: $991.6
Media Exp: $49.0
3 Private Label —
—
Sales: $688.2
—
4 Luvs Procter & Gamble, Cincinnati
Leo Burnett, Chicago
Sales: $377.4
Media Exp: $16.4
Sources: Information Resources Inc. (sales); Competitive Media Reporting
(expenditures)
347-1686.4
Copyright ASM Communications Inc.,
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