The Kimberly-Clark Tri-Sector Brands (Huggies Diapers, Huggies Little Swimmers, Huggies Pull-Ups, GoodNites) looked to achieve a competitive advantage by creating a unique internet presence for Expecting, New, and Experienced parents. OgilvyInteractive developed a new digital brand, "ParentStages", which connects parent with "the best of the web for every parenting stage" by aggregating content and utilities from partner sites. Developed with time-starved partents in mind, PartentStages is a "persona portal" that gives parents a seamless experience when looking for content relating to child-bearing. It maximises exposure of the participating brands in relevant contact areas. The design communicates ease-of-use, and employs metaphors that parents, now that children are part of their lives, can easily grasp-bright colours, playful typography, a logo which connotes a bouncing ball, and imagery depicting families connecting over shared activites. Articles, tools, and links to partner content are laid out like a portal site, since Partentstages users are encouraged to view it as an information resource. PartentStages is unique since it creates a stand-alone online brand that deliver value to customer and leverages the resulting brand loyalty and affinity to benefit traditional offline product brands. It provides a scalable marketing vehicle that builds on-to-one relationships with consumers and extends the life cycle can interact with them. And it is a new paradigm for developing online partnerships with media companies that provides maximum value to all parties.