Procter & Gamble

John Brase - Managing Director, NA Pampers & Luvs
Laina Majnovic - Brand Manager

Saatchi & Saatchi *Lead Agency

Claudine Cheever - Chief Strategy Officer
Jamie Daigle - Acct. Supervisor
Megan Dwyer - SVP, Strategic Planning Director
Mason Hedgecoth - Creative Director
Caitlin Reynolds - VP, Mgmt. Supervisor
Mark Rolland - BAL, Global Equity Director

Carat *Lead Agency

Paul Richardson-Owen - VP, Director of Comms. Planning
Wetherly Collins - Assoc. Director, Comms. Planning

POSSIBLE

Citizen Relations

As the underdog diaper brand, Luvs had to breakthrough and shift negative quality perceptions. We made Luvs the official diaper of experienced moms. And in doing so, we were able to give Luvs a unique point of view on modern motherhood that has resonated with moms like no other diaper brand has been able to do before. And this is proven in our sales. We achieved a 113 index in $ share and in just one year, Luvs increased its value share from 8.1% to 10.3%. This was the biggest jump and highest share in the brands history.