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Press release from Business Wire

Luvs® Honors the Distinct Voices and Savviness of Experienced Moms Everywhere

<p class='bwalignc'> <i>In A "First Of Its Kind" Move For The Luvs Brand, The Trusted Name In Baby Care Turns To The True Experts - Moms - To Lead Promotional Efforts For Recently Released Online Video Series</i> </p>

Thursday, December 06, 2012

Luvs® Honors the Distinct Voices and Savviness of Experienced Moms Everywhere09:30 EST Thursday, December 06, 2012 CINCINNATI (Business Wire) -- Luvs baby diapers today officially announced that it has partnered with six top mom influencers to help lead the marketing efforts for the brand's recently released "First Kid/Second Kid" online videos, a series of comical digital spots that compares the evolution of parenting styles from the overprotective, over-thinking style of parenting your first baby, to the more relaxed and practical style of parenting baby number 2, 3 and so on. "Breastfeeding" is one of four "First Kid/Second Kid" online videos, produced by Luvs diapers brand, that compares the way many parents were with their first kid and how things changed with their second child. The entire video series can be found on Luvs YouTube channel (www.youtube.com/luvsdiapers) The newest and already most popular video in the lineup, Breastfeeding, takes a light-hearted, humorous look at how a mom handles the tricky task of breastfeeding in public - two completely different ways - once as a first-time mother, and once as a second-time, seasoned pro. With already one million views to date, the Breastfeeding video has sparked a lot of online chatter among moms and marketers alike. Craving an innovative approach aimed at presenting the "First Kid/Second Kid" spots to parents across the country, Luvs engaged six top mom influencers to help drive promotional activities in support of the videos: Amy Sprenger (www.snarkymommy.com; @SnarkyMommy) Ann Imig (www.annsrants.com; @AnnsRants) Candy Kirby (www.thelaughingstork.com; @CandyKirby) Kelcey Kintner (www.mamabirddiaries.com; @MamaBirdDiaries) Robin O'Bryant (www.robinschicks.com; @RobinOBryant) Susan McLean (www.divinesecretsofadomesticdiva.com; @NoDomesticDiva) The group of moms, all of whom are either second or third-time parents themselves, were brought on board for their humorous tonality and light-hearted approach to parenting. As part of this program, the ladies have been tasked with driving various online and offline initiatives in support of the series as well as sparking organic conversations surrounding the realities and practicalities of "First Kid/Second Kid" parenting. Through the end of January 2013, each program participant will also take their turn at guest-tweeting on the @Luvs Twitter handle, sharing their own humorous parenting anecdotes with the brand's Twitter community. "I am thrilled to be partnering with Luvs on this very fun, ground-breaking initiative," said Ann Imig of Ann's Rants. "I look forward to helping generate a lot of buzz around Luvs 'First Kid/Second Kid' videos in a innovative, clever and smart way in collaboration with a dynamic team of funny and real moms." "Handing the creative reigns over to those of us already in the online space is a fantastic example of a brand showing how truly marketing savvy they can be," said Kelcey Kintner of Mama Bird Diaries. "I immediately related to the content of the Luvs 'First Kid/Second Kid' videos and knew that I had to be a part of this program. I am honored to join this group of moms to help promote these hysterical videos of real-life parenting in action." "At Luvs we pride ourselves in being the practical solution for experienced moms alike," said John Brase, Marketing Director of P&G Baby Care. "These six top mom bloggers we've chosen to help promote our video series are real-life experienced moms who truly embody what the Luvs brand is all about." To view the "First Kid/Second Kid" video series in its entirety, please visit www.youtube.com/luvsdiapers. About Luvs® Luvs is a trademark of Procter & Gamble (NYSE: PG) and is one of parents' favorite U.S. baby diapers and wipes brands. Luvs baby diapers deliver ultra leakage protection and a money-back guarantee for less cost than the pricey brands, and offer premium features such as leak barrier leg gathers, re-fastenable stretch tabs, and a leakguard core. Luvs diapers are available in sizes newborn to 6 at mass, discount and grocery stores where baby care products are sold. For more information on Luvs baby diapers, visit http://www.luvsdiapers.com. About Procter & Gamble (NYSE:PG) P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands. Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20121206005372/en/ Procter & Gamble Baby CareTricia Higgins, 513-945-0451higgins.mp@pg.comORCitizen Paine (for Luvs)Amanda Teitler, 212-613-4912amanda.teitler@citizenrelations.com