The Kimberly-Clark Tri-Sector brands (Huggies Baby Wipes, 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 parents wth "the best of the web for every parenting stage" by aggregating content and utilises from partner sites. Developed with time-starved parents in mind, ParentStages is a "personal portal" that gives parents a seamless experience when looking for content relating to child-rearing. And it maximizes exposure of the participating brands in relevant content areas. The design communicates ease-of-use, and employs metaphors that parents, now that children are part of their lives, can easily grasp-bright colors, playful typography, a logo which connotes a bouncing ball, and imagery depicting families connecting over shared activities. Articles, tools, and links to partner content are laid out like a portal site, since Parentstages users are encouraged to view it as an information resource. ParentStages is unique since it creates a stand-alone online brand that delivers value to consumers and leverages the resulting brand loyalty and affinity to benefit traditional offline product brands. It provides a scalable marketing vehicle that builds one-to-one relationships with consumers and extends the lifecycle through which the company can interact with them. And it is a new paradigm for developing online partnerships with media companies that provides maximum value to all parties.