Drypers calls it quits on germ-fighting line

Neff, Jack
November 1999
Advertising Age;11/29/1999, Vol. 70 Issue 49, p24
Trade Publication
This article reports on the decision of Drypers Corp. to discontinue its Drypers Supreme with Germ Guard diapers amid slow sales for the first diaper positioned as a germ killer. A smaller-count size of the product might still work ultimately in drugstores but movement was not strong enough for jumbo-size Drypers Supreme packages to hold its space on supermarket or mass-merchandise shelves, according to David Olsen, VP of marketing at Drypers. Drypers will continue to sell Drypers Supreme wipes with Germ Guard. And antibacterial wipes of all sorts remain a booming category--at least in terms of product introductions. Johnson & Johnson plans a March 2000 rollout of Johnson's Antibacterial Towelettes in March, along with other new and improved baby care products.


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