"Is your child still in diapers?"
By 1989, the disposable diaper market had become mired in a feature war. Messages of "new and improved" absorbency and leak prevention weren't connecting to consumers. By talking to parents not just about diapers, but about their broader emotional connections to their children, the research revealed parents' embarrassment and disappointment if their toddler was still wearing diapers. Diapers symbolize the parents' focus on their child's future success. The opportunity was to make diaper products for toddlers that include elements of grown-up clothing and thus represent achievement and self-reliance. Huggies Pull-Ups, the first disposable training pants, created a new category. Incremental revenues have topped $700 million per year.