Kimberly-Clark is ploughing £2.5m into a marketing campaign to back the launch of the latest innovation in its Huggies pull-ups range.

The campaign, breaking next month, is intended to challenge the dominance of P&G-owned Pampers. The creative shows mums how the new Huggies Pull-Ups Night-Time Potty Training Pants, rolling out now, can help with training as they are its most absorbent range and are easier to pull up and down. Other activity to support the launch includes an interactive website that goes live this month, and is designed to guide mums through the trials of potty training.

Sales of Huggies increased 7.4% to £78.2m in the year to October 2007, compared with a 2.1% increase for Pampers to £256.1m [Nielsen].