The Kimberly-Clark Corporation was reaching low- to middle-income families with their Huggies line of diapers, but they continuously missed catching the attention of the key demographic of upper-income households that could bring in much more income.
To expand the market of their product, Lien Design designed a new line of diapers called Huggies Supreme in 2003. Kimberly-Clark’s sales rose more than 5% overall -to $3.9 billion! -establishing an all-time quarterly record.