In 1999, Procter & Gamble (P&G) witnessed its first share increase against rival Kimberly-Clark (K-C) in the US disposable-diaper sector in five years. However, Sam's Club de-listed P&G's Pampers from most of its stores that August, limiting its diaper offerings to K-C's Huggies and its own private-label brand White Cloud, introduced that same year. By mid-2000, P&G's stock had lost more than half its value, and the nature of the company's "special relationship" with Wal-Mart was being called into question. This case is a supplement to UVA-M-0654.