• Brandweek, Friday, July 6, 2007 11:15 AM

A new Procter & Gamble campaign features Beatles classic "All You Need is Love" to tout the benefits of its Luvs' Bear Hug Stretch diaper. Designed to offer a fresh approach to keep the aging brand relevant, Saatchi & Saatchi created the effort. The shop says the song will be a big part of it.

"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," says Saatchi & Saatchi account manager Mark Rolland. In one spot, the tune is played over a scene where a father encourages a child as he plays with a teddy bear.

The new tagline will be spread via national TV, the Web, sampling and in-store displays with a second, new TV commercial to roll early next year.

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