How P&G made a mess of its diaper brand

02/12/2013 | Fast Company online

Procter & Gamble's Pampers diapers once had a 75% share of the U.S. market, but the company split its brand by launching a premium diaper product rather than upgrading its existing product line. That overcomplication drove many consumers to switch to Huggies, which offered the same premium features as part of its regular diaper line.

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