P&G Luvs: Second time moms and the truth about parenting

This case study describes how Luvs, a diaper brand made by Procter & Gamble, focused on marketing to second-time mothers in the US in order to position itself as the choice of experienced parents.

P&G Luvs: Second time moms and the truth about parenting

Saatchi & Saatchi

Summary

Why does our case deserve an award? In the US, and globally, every diaper brand obsesses about the emotion and joy experienced by new parents. Luvs took the brave decision to focus exclusively on an audience that nobody was talking to: second time moms. Planning made Luvs the official diaper brand of experienced moms.

The depth of insights Planning uncovered about this target led to creative work that did a very rare thing for the diaper category: it was funny, entertaining and sparked a record amount...

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