Kimberly-Clark is trying to get greener across the whole personal-care category. Earlier this month, it launched Scott Naturals, the first eco-friendly line of toilet paper, paper towels and napkins from a major packaged-goods player. (Marcal and Seventh Generation already have Earth-friendly rolls.) Now, it's introduced Huggies Pure & Natural diapers, made from natural and organic materials that promise the most gentle comfort (and leakage protection—what good is a diaper if it spills?!). To generate awareness, K-C offered 500 mommy bloggers a chance to try the product. It's also launched a contest, Enjoy the Ride Rewards, which gives moms a year's supply of free diapers. Yippee! So far, K-C's already gotten 150,000 requests (and counting) for free samples. Does America have diaper fever?
—Posted by Elaine Wong