There's an article in today's NYTimes about Tena's new ad campaign for their IS pads.
(It's a long url and might not survive posting)
Rather than categorize them by absorbancy, they are categorizing them as "stylish", "active" and "anywhere". They believe that the parallels between stylishness, activeness and anywhereness (yeah, well...) and absorbancy will be clear to their customers.
So, can stylish diapers be far behind? I personally like the idea of "anywhere" diapers. Fits my lifestyle and the level of absorbancy I prefer.