Pampers splashers launch

The challenge for Pampers to enter the disposable swimpant market in 2005 was to compete against Huggies which held 97% share.

Pampers splashers launch


Once upon a time, when a mom brought her baby swimming, she had two options for containing any accidental messes that might occur. The first was to clothe her baby in uncomfortable, rubber-lined swim pants. The second was to use disposable diapers, which would swell up and eventually fall apart in the water. Neither was a particularly appealing option for any mom hoping to enjoy a day in the water with her child.

Huggies set out to tackle this problem in 1998 with the launch of Little Swimmers, the first disposable swimpant. By...

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