Luvs' Campaign Features Popular Song and Employees Children

The new Luvs Bear Hug Stretch will be available in sizes three through six. Smaller sizes come later this year

Luvs diapers is using a familiar song tied to help introduce its new premium diaper.

The song, "All You Need is Love," plays an important role in the campaign for Luvs with Bear Hug Stretch.

TV spots, created by Saatchi & Satchi, broke nationally and are supported by a 20% jump in marketing dollars over last year, the company said.

"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 of Saatchi & Saatchi, in a statement. "The song helps us break through the deeper advertising clutter and simply communicate to moms that Luvs diapers are 'all you need' to keep your baby happy."

In the first 30-second spot, a young family enjoys times together as the song—in a light rock style—is played. The tag line, Al You Need is Luvs, is communicated in the ads as well as through samples, coupons, in-store displays and an Internet marketing campaign. The effort began July 1.

Direct mail pieces, Internet marketing and product packaging feature seven children of Procter & Gamble employees. P&G is the parent of Luvs.

A second TV spot begins airing in February 2008.

The new Luvs Bear Hug Stretch is available in sizes 3 through 6. Smaller sizes come later this year.