• July 3, 2007

Proctor & Gamble is using its employees' children and a favorite Beatles tune to support a new campaign for its Luvs diaper brand. The campaign is also timed to the introduction of a new feature of the diapers called "Bear Hug Stretch."

The campaign borrows George Harrison's "All You Need Is Love" as a theme. The company says the effort, via Saatchi & Saatchi, is backed by a 20% increase in total marketing budget versus 2006.

The Luvs Bear Hug Stretch feature and "All You Need Is Luvs" tag line will be supported by 30-second TV spots, direct-mail samples, Internet, coupons and in-store displays starting this week, with a maintenance campaign and new creative slated for February.

The Beatles song has stripped of its deeper, moody resonance and given a "lite-FM" makeover. It supports a family scene in which a father and son play with the child's favorite teddy bear.

The direct mail, Internet marketing and new Bear Hug Stretch product packaging features seven children of Procter & Gamble employees.

The Luvs with Bear Hug Stretch feature will, per the company, sell for between $7.97 and $8.97 for a 40-count bag.--Karl Greenberg