Kimberly-Clark vs. Procter & Gamble Co.

There has been a diaper battle waging between Kimberly-Clark's Huggies and Procter & Gamble's Pampers. Such a battle between direct competition brands is as old as the advertising industry. However, along with traditional advertising striving to appeal to a new mother's sense of duty by "doing what is right by their baby," these two diaper giants have taken an additional approach I found quite creative and feel will be effective. Both companies have been targeting "mommy bloggers," new mothers who regularly blog about child rearing. Kimberly-Clark will send free samples to about 500 mommy bloggers and Procter & Gamble will host about a dozen at its Cincinnati headquarters to show how Pampers diapers are developed. By targeting this "mommy blogger" demographic they not only reach their target audience directly but if they can convert these new moms the moms will in turn blog about what they like and can create a viral awareness and advertise for these companies. Word of mouth has always been the best form of advertising and I think focusing on bloggers is a fantastic spin off of this very effective and ancient approach. To read the entire article go tohttp://online.wsj.com/article/SB123957295459311805.html?mod=dist_smartbrief