Luvs And Mom-Comedienne Anita Renfroe Encourage Moms to "Take a Stand" and Demand More for Their Families for Less Cost

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New Survey Shows That Moms Are Looking For Products That Offer Premium Benefits For Less Cost in Today's Tougher Economic Times

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Luvs has always been about providing premium benefits for less cost than pricier diapers and we feel that now is the time to encourage moms to demand more from the products that they regularly purchase for their families

Being a mom can mean making sacrifices on a number of levels to provide what's best for your family. As a result of today's shifting economy, more than 90 percent of moms are changing their behavior and many are making huge sacrifices and cutting out all luxuries completely*. Understanding that many families across the country are more financially conscious than ever, Luvs diapers, a trusted name in baby care, has partnered with mom-comedienne, author and overnight internet video sensation, Anita Renfroe, to encourage parents to brave these times without losing their minds, wallets or their sense of humor.

Renfroe has unveiled her latest comedic song and online video - a sequel to the original "Mom-sense" set to the William Tell Overture that millions of people have viewed and enjoyed - available to view or download for free exclusively at The new jingle addresses the truths, struggles and humor of being a mom in today's economy, which is timely given that 65 percent of moms say that they are finding alternative ways to shop, eat and play.* Renfroe also helped introduce a special money-saving coupon from Luvs that will make a big difference to families with children in diapers because they go through a lot of them! The special offer is available exclusively at and is part of a larger effort encouraging moms everywhere to take a stand by pledging to choose products that offer premium features for less cost than the pricier brands.

"When my three children were young, we had to maximize every dollar we spent, so I became somewhat of an expert at choosing products that were a great value for our hard-earned dollars," said Anita Renfroe. "Parents today are navigating choppy financial waters. It is my pleasure to team up with Luvs to encourage parents to demand more, spend less and most importantly, laugh out loud!"

In addition to the exclusive Anita Renfroe video, visitors to also will be able to view the Luvs Proclamation, a humorous pledge to "say no" to pricey diapers and "yes" to the things that matter most, like enjoying time with the kids. They also will be able to share the money savings with a friend.

"Luvs has always been about providing premium benefits for less cost than pricier diapers and we feel that now is the time to encourage moms to demand more from the products that they regularly purchase for their families," said Patrick Kraus, brand manager for Luvs. "Anita Renfroe is such a perfect example of a smart and savvy mom who makes the best decisions for her family but still finds time to laugh about it and we're thrilled to partner with her for her new song and video. We hope that moms will be inspired by her!"

The partnership with Anita, in coordination with the song and money-savings offer, is part of a broader brand campaign designed to encourage moms to take a stand to demand more for less cost, especially in these tough economic times. The campaign will include new print and television advertising set in a world of animation - a departure from the traditional "mom-and-baby" diaper advertising format. The campaign also will include newly designed in-store displays and a supporting online banner campaign.

Luvs diapers offer premium leakage protection and stretch for less cost than the pricey brands with premium features such as "BearHug Stretch" - premium stretch to help stop leaks, a blue leakguard core, and reinforced leg cuffs that helps prevent bunching and sagging. Luvs diapers are available in sizes newborn to 6 at mass, discount and grocery stores where baby care products are sold.

About Luvs®
Luvs is a trademark of Procter & Gamble (NYSE: PG) and is one of parents' favorite U.S. diapers and wipes brand. Luvs diapers offer outstanding leakage protection for less than the pricey brands. For more information on Luvs, visit

About Procter & Gamble (NYSE:PG)
Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella, Gillette®, and Braun. The P&G community consists of over 135,000 employees working in over 80 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.

*Survey of 172 women with at least one child in the household conducted May 23-27, 2008 by Synovate/eNation. Margin of error +/- 3%.

Lauren Yacker            
PainePR for Luvs

Amanda Teitler
PainePR for Luvs


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Amanda Teitler
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