Diaper Maker Looking to Change Shops

Drypers Corp., the manufacturer of Drypers Disposable Diapers, has placed its advertising account into review, sources said.
Billings are estimated between $5-10 million, although previous ad spending has been less than $1 million per year, according to Competitive Media Reporting.
Agencies contacted by the client include: Suissa Miller Advertising in Los Angeles; Hajjar and Partners in Marina del Rey, Calif.; and Grant/Jacoby in Chicago. It was unclear at press time last week whether all the shops were participating in the review. Executives at the agencies declined comment.
Creative presentations will take place this week, sources said. A decision is expected by October.
Gerber Advertising in Portland, Ore., was Drypers’ last agency of record. The shop resigned the account about two years ago after handling it briefly and is not participating in the current review, agency executives said.
Moffatt/Rosenthal Advertising in Portland, Ore., completed a project for the diaper maker earlier this year but had not been contacted for the review, said an agency source.
Drypers was formed in 1988 in Houston under the name Veragon. The diaper manufacturer’s largest competitors include Luvs, Pampers and Huggies.
Drypers Corp. is a publicly traded company. It reported sales of $132.7 million for the first half of 1997, up 35.6 percent from $97.9 million for the same period in 1996.
Drypers diaper products are sold through grocery stores and mass merchants throughout the United States, Latin America and other international markets. Over one-third of its consumers are outside the U.S. and Puerto Rico.
In May, the company introduced new diapers and training pants containing aloe vera. They feature Sesame Street characters such as Big Bird, Elmo and Oscar the Grouch on the packaging, a result of a licensing agreement with the Children’s Television Workshop.