Huggies Owner Backpedals on Ad Claims After Challenge From Pampers Parent P&G

Kimberly-Clark Corp., owner of the Huggies brand, is changing up its advertisements after Procter & Gamble Co. challenged the brand’s claim to be the best-fitting diaper.

Huggies began touting its Little Movers line of diapers as the best-fitting in an ad campaign that debuted across the US less than a year ago. The company marketed its curved elastic and pad as better fitting baby bottoms in TV commercials, as well as on digital and social media. Pampers and Luvs owner P&G recently disputed those claims through the National Advertising Division of BBB National Programs, a nonprofit that helps industries with advertising self-regulation and accountability.