In Luvs campaign 'All You Need Is Love'

Share this article:

Luvs diapers will increase its marketing budget by 20 percent this year in support of a new multichannel campaign that gets a little help from the Beatles.

New television advertising for Luvs broke July 1 and features the well-known Beatles song "All You Need Is Love." A new tagline, "All You Need Is Luvs," also appears on direct mail, Internet ads and new product packaging.

"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," said Mark Rolland, account supervisor at Saatchi & Saatchi, in a statement.

Saatchi & Saatchi created the campaign. Neither Procter & Gamble, Cincinnati, which owns the Luvs brand, nor Saatchi & Saatchi could be reached immediately for comment.

The campaign introduces Luvs diapers with new Bear Hug Stretch, which is being touted as a premium diaper feature without the extra cost.

The multichannel efforts consist of national television advertising, direct-to-consumer samples, an Internet-marketing campaign, coupons and in-store displays.

There is an employee communications element to the program as well; images of diaper-clad children of P&G employees are featured in the direct mail, Internet marketing and new product packaging. Seven children are depicted to convey a personalized touch.

In the first 30-second TV spot, "All You Need Is Love" is played in a light-rock style over a family scene depicting a young family enjoying time together playing with a teddy bear.

Share this article:
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Metal Mulisha Races Towards Customization

Metal Mulisha Races Towards Customization

The motocross apparel company boosts mobile and Web conversions through product recommendations and personalized search.

Nielsen Allies With Pointlogic on Cross-Channel Planning

Nielsen Allies With Pointlogic on Cross-Channel Planning

Aim is to develop a "next generation" media planning tool.

If Only Engendering Loyalty Was as Easy as Clicking Your Heels

If Only Engendering Loyalty Was as Easy as ...

Rack Room Shoes combines data, research, and mobile email to deliver a high-heeled digital loyalty program.