CINCINNATI, July 2, 2007 /PRNewswire/ -- Luvs, a trusted name in baby care, today announces the launch of the new "All You Need is Luvs" marketing campaign. The effort coincides with the introduction of Luvs diapers with new Bear Hug Stretch -- a premium diaper feature, at no extra cost. The famous song, "All You Need is Love," will play an important role in the latest advertising execution. The campaign offers a fresh, new approach to keep the brand relevant and top-of-mind with mom as she seeks a diaper that offers premium leakage protection for less cost -- a key differentiator from premium priced diapers.
(Video: http://content.onstreammedia.com/content/multivu/12727/28860.mpg )
"We are proud of this upbeat new campaign and we hope it gives parents a new reason to try or continue choosing Luvs," said Patrick Kraus, brand manager, Luvs. "In today's world, it can be challenging to provide our families with the best, while also maintaining a budget. We know that new Luvs with Bear Hug Stretch will help families do just that."
Featuring one of the most familiar songs in music recording history, the new execution, created by Saatchi & Saatchi, marks the first time the Luvs brand has taken traditional diaper television advertising to the next level by bundling it with a highly-recognizable song that moms of all ages know and love. This national ad campaign will be brought to life in a big way and is supported by a 20 percent increase in total marketing budget over last year.
"The song itself was chosen to help create a stronger connection to the Luvs brand and awareness of its core benefit -- leakage protection for less," said Mark Rolland, Saatchi & Saatchi. "The song helps us break through the diaper advertising clutter and simply communicate to moms that Luvs diapers are 'all you need' to keep your baby happy with outstanding leakage protection at a value you can't get with the pricey brands."
In the first 30-second spot, "All You Need is Love" is played in a hip, light rock style over a scene where a young family is enjoying quality time together. Here, a father playfully encourages his son as he plays and tumbles with his favorite teddy bear.
The new Luvs Bear Hug Stretch feature and "All You Need is Luvs" tag line will be communicated through national television advertising, direct-to-consumer samples, an Internet marketing campaign, coupons and in-store displays beginning July 1, 2007. A second television execution featuring new ad creative will launch in February 2008.
The direct mail, Internet marketing and new Bear Hug Stretch product packaging also have another unique attribute -- each features the adorable, diaper-clad children of Procter & Gamble employees. In all, seven different children are featured to bring a fresh, personalized approach to the effort.
The Luvs Bear Hug Stretch feature will first be available in sizes 3 through 6. Smaller sizes, including newborn and sizes 1 and 2 will be introduced in December. Currently, no other value or store brand diaper brand offers as much stretch as Luvs. While P&G does not set retail prices, a 40-count bag sells for about $7.97 - $8.97.
About Luvs(R)
Luvs is a trademark of Procter & Gamble and is one of parents' favorite U.S. diapers and wipes brand. Luvs diapers offer outstanding leakage protection for less than the pricey brands. For more information on Luvs, visit http://www.luvs.com/.
About Procter & Gamble
Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Luvs, Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella, Gillette(R), and Braun. The P&G community consists of over 135,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.
© 2007 PR Newswire
