Sometimes looking good is good enough

A few weeks ago, I wrote about the new Huggies "denim" diapers and the response was everything from, "cute little idea" to "this is what's wrong with America."

I was pretty sure consumers would like this idea and for once, I'm right.

Huggies have sold over 2 million packages of the denim diapers, increasing their share 2% along the way. Not only that, they've managed to increase their price per unit 3.1%. Pretty good numbers in an economy that continues to drag like a tailpipe on an rusty old Corolla.

Just one more piece of evidence that the consumer is not a rational being. As if we needed any more.