Drypers beefs up product to take battle to MNC brands

<P>SCA Hygiene has unveiled a range of enhancements to its Drypers WWD diaper product range, as it battles to keep key rivals Huggies and Pampers at bay.</P> <P>After extensive research, SCA decided to make three key enhancements. While none are new to the market, all are new to Drypers WWD - and allow the brand to position itself as the only one offering all three benefits: a 100 per cent breathable core, extra absorbency and a new elastic waistband.</P> <P>The marketing campaign, developed by BBDO, uses the 'super baby' brand positioning, adding the phrase 'more reasons' to communicate that the range has added benefits, at the same price.</P> <P>"We needed to build affinity with our existing consumers and we did this by communicating to them that there are now more reasons for them to use Drypers," said BBDO senior account director Intan Mokhnar. "We also understood that the three product enhancements needed to be communicated clearly and effectively. Hence the choice of producing three 15-second TVCs that were straight-to-the-point and fun." </P> <P>Drypers remains the country's market leader, accounting for approximately one-quarter of all baby diaper sales. However, since its 2000 product launch, the brand has not undertaken any product enhancements, compared to both Huggies and Pampers, which both recently launched new offerings.</P> <P>The campaign also includes POS and creative three-page media buys in parenting magazines.  <BR></P>