Procter & Gamble Goes Baby Ga-Ga

P&G has been busy with two of its baby diaper brands. The company has released a new ad campaign for its Luvs brand and has scored a first for its 46-year-old Pampers brand.

• See the Ad: Luvs Commercial
• Press Release: "All You Need is Luvs" Campaign Launches

The new Luvs campaign uses the anti-war Beatles song All You Need is Love, revamped to the new song All You Need is Luvs. The campaign includes TV, Internet, in-store, product packaging and direct mail to promote the new Luvs Bear Hug Stretch diapers. Saatchi & Saatchi is handling the campaign, which is planned for the long haul with a second TV commercial airing in February 2008.

Meanwhile, P&G has signed a licensing deal to stretch Pampers out into other areas of baby care, for the first time since the diapers were introduced to the market in 1961. The company believes the Pampers name has a lot of selling power and is considering selling bottles, crib accessories and other baby-related items under the brand's name.